Your UK distributor for Cat lift trucks & warehouse equipment

Nationwide sales and services that are close to you

Our Sales Strategy

Reduce Overall Costs of Materials Handling by being truly consultative and by listening and responding to our customers.

We recognise that each customer we deal with has unique or individual requirements and we pride ourselves in being able to truly tailor solutions and offer flexibility of contract to suit ever-changing needs both now and in the future. This includes moving equipment between various depots or branches as clients’ business develops or changing trucks when your application changes.

Our objective is to provide you with a greater choice of quality brand equipment, reduce operational costs and deliver nationwide sales coverage with local after sales support. Based on free-of-charge site surveys, we can assist in specifying precisely the right products and options for every application – and offer many financial alternatives to optimise return on investment.

Key Focus Areas:

  • Correct type of equipment for the task
  • Correct number of units for the task
  • Energy / fuel consumption
  • Space utilisation
  • Damage prevention
  • Labour utilisation
  • Tyre use
  • Administration process

This focus delivers many key benefits to our customers.

It means always having fit-for-purpose trucks, with the aim of reducing the number of trucks needed.

We look at our customers’ business as it operates now as well as future plans. For instance, gas trucks may be in use now but due to a change predicted in the future it might save money changing to electric because of cost of fuel, cleaner environment issues, etc. We look at incentives around damage and encourage our customers to do the same. We monitor this on a regular basis and report to the customer, this way it can be kept under control and costs for the customer will be lower. That doesn’t just affect the cost of damage of product and equipment but ultimately affects potential contract penalties. We look at tyre usage and the quality of the customer’s floor. This will also have an influence on the tyre chosen for the new truck. Tyres are expensive items so maximising their lifetime is important. It’s about attention to all the small details. Being a one-stop-shop means only having to deal with one supplier and one point of contact.

We offer the following tailored solutions:

Working from a blank sheet of paper we aim to provide each customer with a solution that ideally matches each objective and budget.

Why our pedigree is important

Impact Handling was established in 1985, which means that we’ve been around for a while and seen many economic peaks and troughs. Throughout this time we’ve adapted, changed and grown with the market to continue to provide our clients with what we think are some of the best and most profitable materials handling solutions available.

Structured to respond to your handling needs

Our local, regional and national Structure means we are close to our customers and can react very quickly in a number of useful ways, as you would expect from a full service, one-stop materials handling provider. We’ll be there when you…

You’ll benefit from always having someone local to you, whatever your needs. Backed up by the support and resources of a regional and national company.
ISO:9002 Accreditation means something

We’re proud of our accreditation and it’s more than just a badge to us.

ISO 9002 accreditation gives you the assurance of working with a trusted supplier with quality management systems in place. It works to continually improve the business, enhance efficient working practices and focus on objectives.

It encourages more efficient and time saving processes, provides continuous assessment and improvement and demonstrates our commitment to our customers’ requirements.
Other key benefits include:

  • Improved quality and service
  • On-time delivery
  • Right first time attitude
  • Fewer faults and complaints
  • Independently audited

Company timeline

  • Established in 1985
  • Acquired by Imperial Holdings in 2000
  • Providing solid backing and access to internal funding through Imperial Bank
  • Establishment of Eqstra Holdings 2008
  • To provide focused distribution, leasing and materials management solutions by excelling in customer service, product innovation, staff development, empowerment and continually exceeding shareholder expectations.
  • Consistent distribution model implemented throughout the company and access to funds at competitive rates. With a vision and strong belief that we can be the best in the industry
  • Purchase of Apollo Plant 2008
  • Giving us a strong foothold in East Anglia
  • Appointed sole distributor of Cat Lift Trucks for UK & Ireland in 2010

Current Statistics

  • 10 Locations, 7 Loyal brand dealers, 2 more locations opening soon
  • 300 Employees
  • 200 Service Engineers and growing
  • 5,000 rental units in Operation
  • 2,000 customer own units
  • 2000 used trucks
  • c. £40 Million Turnover


Besides being sole distributor for Cat® Lift Trucks for the whole of the UK and Ireland, Impact is also main agent for some of the world’s other best known materials handling brands; such as Kalmar, Combi-lift, Lancer, Narrow Aisle Flexi, Mobicon and JLG. This combination of brand leading material handling products enables us to provide a “one stop shop” in terms of product supply and aftercare.

Our expertise lies in our ability to supply sales and support service for products ranging from forklift and warehouse equipment, heavy duty lift trucks, long load handling, Sideloaders, articulated trucks, access equipment and cranes. Our well-proven strategy of acquiring a portfolio of brand-leading material handling products not only benefits customers in terms of products supply but also the most cost effective and productive use of our support services and engineers.

The complete materials handling solution

From one lift truck to one hundred, Impact Handling delivers the right equipment with the right finance and support plans to deliver exceptional productivity and a return on your investment.

Impact Handling is your one-stop-shop for sales, rentals, finance, training, service and parts on a wide range of leading brand materials handling, plant, access equipment and racking and storage systems.

Our Mission

  • To provide our customers with a greater choice of quality brand equipment
  • Deliver nationwide sales coverage with local after sales support
  • Be seen as a value for money solutions provider
  • Deliver on our promises to our Customers, Suppliers and Shareholders

There were three other bidders and it came down to the trucks and the guys in Hull – we knew how flexible they were.

Tim Hollands, managing director of Ahlmark UK.