Home' MHD Supply Chain Solutions : MHD Jan-Feb 2017 Contents Crown's long-running history with some
of Australia's iconic brands and a
conscious effort to position itself as a
genuine 'one-stop shop' for material handling
has helped the company cement itself as the
number-one electric lift truck company during
its 50 years in Australia.
While the build quality and performance
of Crown material handling equipment has
benefited from the company's emphasis on
vertical integration, the creation of its own
components (such as drive motors) whenever
possible instead of outsourcing, and developing
expertise in fields directly related to supporting
consumers' broader needs, have helped the
company maintain its competitive advantage,
according to managing director Greg Simmonds.
Close, long-lasting relationships with
customers have also played an important role.
"During our history in Australia, we've been
involved with countless examples of enterprises
that have evolved from 'mum and dad' operations
through to very big names in the Australian
business landscape," Mr Simmonds said.
"When you look at the customers we've
partnered with since their beginning, you'll see
the household names like Linfox, DHL, Coles,
Toll, Woolworths and its subsidiaries like Dan
Murphy's and Thomas Dux. These sit alongside
numerous other companies of which most
people have never heard but are contributing
generously to the economy and collectively
employing thousands of Australians.
"It's a very rich history of which we're
proud and one that's still being written, with
growing contributions from our additional
service departments that have increased the
value of our offerings and the credibility of the
brand in Australia.
"Any one of our longstanding salespeople
around the country will be able to tell you about
at least one of their customers who started
out buying a Crown hand pallet truck and has
grown up with us to become a bigger enterprise.
"Inevitably, many of these businesses have
required training for their warehouse staff,
ongoing machinery service, fleet management
assistance, racking and shelving and short-term
rentals during busy periods," Mr Simmonds said.
Crown became a leader in material handling
equipment sales soon after its establishment
in Australia in 1966. However, a roll-out of
additional areas of business expertise has been
an important part of the company's strategy in
providing its customers with complete support
for their material handling requirements, helping
to build productivity and adding value beyond
the price of equipment.
Crown is capable of supplying complete
warehouse infrastructure set-ups thanks to its
dedicated in-house racking and shelving experts.
While the lift truck business was growing,
Australian management closely monitored the
success of the Crown USA Industrial Equipment
business which began trading in the US in 1979.
The company made an impact on the US market
by providing its combination racking, mezzanines,
shelving and in-plant designs, benefiting large
corporations and small businesses alike.
It was a recipe for success that Crown
adapted to benefit Australian customers.
The resulting Australian business unit, Crown
Warehouse Solutions, takes advantage of the
company's 85-plus sales staff around the
country to add value for customers purchasing
material handling equipment through the
provision of pallet racking, shelving, warehouse
accessories, and consumables such as tools
and pallet wrappers.
In 2011, Crown partnered with the world's
largest supplier of storage equipment, Schaefer
In addition to the quality and reputation of its
products, Schaefer's history is similar to that of
Crown Equipment: it's a family-owned business
that has been around for 50 years.
A COMBINATION OF LOCAL LEADERSHIP WITH A GIFT FOR CREATING
OPPORTUNITIES AND AN INNOVATIVE PARENT COMPANY IN THE USA HAS
PUT CROWN EQUIPMENT IN A UNIQUE POSITION WITHIN THE AUSTRALIAN
MATERIAL HANDLING INDUSTRY
Crown Equipment staff celebrating
the company's 50th anniversary.
MHD SUPPLY CHAIN SOLUTIONS --- JANUARY / FEBRUARY 2017
18 COVER STORY
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