Cooper drops Samuk brand in restructure

Cooper Specialised Handling has announced a restructuring of its materials handling business to maximise the company's presence in both the smaller forklift and specialised handling markets.

Following a strategic review, three distinct business units are being created. These will be dedicated to driving growth in the short-term rental marketplace and service/parts support while also building on an already strong reputation in the heavy handling and volume materials handling arenas.

Cooper Handling Group is the holding company which incorporates Cooper Specialised Handling, Cooper Materials Handling and Cooper Handling Solutions. The three new businesses will operate out of Cooper's established base in Honiley, Warwickshire, and a brand new facility in Greater Manchester.

Cooper Specialised Handling will continue to focus on developing sales of Konecranes and Mantsinen equipment to end users and independent dealers in the specialised handling sector. The business takes a consultative approach to delivering a total solution for industrial and port equipment comprising lift trucks from 6 tonnes to 70 tonnes, laden and unladen container handlers, reach stackers, and hydraulic cranes (material handlers).

The general materials handling side of the business, formally Samuk Lift Trucks, will now be called Cooper Materials Handling. The newly named business will operate as a sales company of the Maximal brand and represent the distribution link between the factory and the UK dealer network.

New division will service competitive brands
Cooper Handling Solutions  is the dedicated division responsible for delivery and execution of parts supply, rentals, maintenance and servicing for all brands represented by Cooper Group products. The new business creation also opens opportunities for servicing of other competitive brands thus broadening the Group's scope and reach. Cooper Handling Solutions will have access to over £1million of spare parts stock located in the newly acquired and extensively refurbished premises in Trafford Park, Manchester. It will further seek to grow its network of engineers nationally as opportunities arise.

David Cooper, Managing Director of the new Group Company said: "The Cooper name has long been associated with our role as the UK distributor of Konecranes and Mantsinen heavy handling equipment. But the business has evolved a great deal in recent years and our aim now is to grow by making best use of our experience and expertise in the general materials handing sector and rental marketplace and by utilising our skills in servicing, maintenance and parts to full advantage."

In another key move, Cooper Handling Solutions will set up its own dealer business to supply product to end users throughout the North West of England.

"Our dealers do not compete with one another, so the decision to establish our own forklift dealership, which will purchase equipment from Cooper Materials Handling, will not impact on the other 26 Maximal dealers in any way," adds Director Tony Rooney.

"In fact, we expect it to boost confidence, as dealers reap the benefits of our substantial investment and in developing a greater understanding of the volume materials handling marketplace. At the same time, this move will help to cement our strategic partnership with our manufacturing partner, Maximal."

Tony concluded by adding: "While these changes can be construed as expansion, the business remains totally focussed on the qualities of experience and customer relationships that were the foundations of the Cooper business. Our customers can expect the same quality of service but it will be supported by a larger infrastructure, greater opportunities and have wider reach than before."