Pictured: Briggs Chief Executive, Richard Close

Just a year on from signing an exclusive UK distribution deal with a world-class manufacturing company, Cannock-based Briggs Equipment has fought its way into the 'Premier League' of the materials handling industry.

Since joining forces with Yale, Briggs has managed to exceed all its initial targets, including the retention of all its existing customers whilst making significant inroads into new markets.

According to Briggs Chief Executive, Richard Close, the strong strategic partnership has given the company access to a much wider range of world-class products but its success in converting 100% of its customers to Yale reflects something more fundamental.

"The fact that we have not lost a single customer proves something to us, our customers are loyal to Briggs rather than a brand of truck," he explained. "This is because we entwine our operations with those of our customers. When they feel pain, we feel pain."

Richard went on to say that in Yale, Briggs has found a partner that shares the same philosophy and the same goal of becoming leaders in the materials handling industry.

Frank Ulbricht, VP NMHG Sales EMEA, shares his enthusiasm for the partnership.

"As well as increasing market share, we have also seen a dramatic increase in brand recognition and the relationship with Briggs is working particularly well at a strategic level," he said.

"We have been particularly impressed by Briggs' professionalism, interesting customer base and its well-organised rental fleet. We are now looking at targeting more major accounts together with national and international companies, particularly in the warehouse and logistics sectors," he added.

Meanwhile Richard believes that there are challenges ahead, and the next 12 months looks set to be difficult economically but Richard is confident that this presents even more opportunities for the Briggs/Yale partnership.

"We have a unique opportunity to differentiate ourselves in the market. Our main advantage is the combination of the world-class product development and manufacturing technology offered by Yale and the world-class service offered by Briggs' people, who are a fantastic team of individuals," he added.