Jacco de Kluijver

Terex Aerial Work Platforms (AWP) has restructured its distributors' network for Genie products in the United Kingdom. Genie products have been in the UK market for 42 years.

Access Platform Sales Ltd (APS) Ltd and WORKPLATFORM Ltd will supply Genie self-propelled aerial work platforms, scissor lifts, portable personnel and material lifts as well as trailer-mounted Z booms, while TDL Equipment Ltd will distribute the Genie telehandler line in the UK.

Prior to the restructure, Genie products were sold directly by the Genie sales team, which served specialist rental companies, as well as generalist rental companies and end-users.

"Genie is a strong business. We feel that there is enough growth for us to appoint two dedicated distributors for our self-propelled and aluminium product range and we know we have the right partners for the job," says dealer manager Joanna Tomkins.

"This is an exciting and logical step for our business here in the UK," she adds. "The demand in the marketplace is significantly picking up, and this appointment makes sure that we can serve our customers, giving each the same level of service."

With the new dealer network, Genie aims to increase market penetration and brand awareness, particularly with smaller rental companies and end-users. ?

Each organisation will support Genie product line sales as a full-service provider, offering technical support and maintaining a stock of spare parts.

Jacco de Kluijver, sales director for the UK, Ireland and Benelux, says UK economy indictors show that 2015 will see more growth and, as a result, generate demand for more construction equipment and self-propelled AWPs in particular.

"We are seeing more start-up companies coming into the market, which indicates that there is sustainable growth in place. With the right mix of product portfolio, aftermarket support and the right distribution model, having the dealer network in place, we are very confident that Genie will grow its marketshare in the (near) future", de Kluijver says.

APS Ltd and WORKPLATFORM Ltd each possess around 25 years of dedicated industry experience. Both have also been authorised dealers of Genie aluminum equipment for the last three and a half years.

"Envisaging the changing landscape within our industry, we are confident of the success of these new relationships," Tomkins says. "The growing potential for telehandlers in the UK market and our recent completely upgraded Genie telehandler line reinforces TDL Equipment Ltd as our Genie telehandler distributor. We are confident that having TDL as a partner in this specific market will enable us to gain brand awareness there."

Terex AWP is a part of Terex Corporation, a lifting and materials handling solutions company.