Snorkel to Incorporate UpRight into Unified Brand

Snorkel International is expanding its product range and service team in North America, the company said at The Rental Show. Snorkel said it is incorporating UpRight’s U.S. operations to create one full-service brand, a unified sales team and enhanced product support capabilities.

“At a time when most aerial lift manufacturers are downsizing and retrenching operations, we are expanding ours,” said George Fitchett, vice president of sales for Snorkel. “The addition of these high-quality products, plus dedicated and experienced people in a new West Coast facility will build on Snorkel’s reputation for great machines and outstanding customer service.”

Snorkel and UpRight are both owned by U.K.-based Tanfield Group, which previously had pursued a dual-branding strategy in North America. Snorkel, based in Elwood, Kan., produces scissors and boomlifts between 19 feet and 126 feet. UpRight, based in Fresno, Calif., produces trailer-mounted lifts and small electric platforms under the UpRight brand, also providing a full spare parts service and product support for existing UpRight lifts.

All machine manufacturing will take place at Snorkel’s Elwood plant, and Fresno will become Snorkel’s product support center for the West Coast.

“The addition of the UpRight products, facilities and team into Snorkel enhances our customer performance,” said Darren Kell, Tanfield CEO. “We have doubled our provision of spare parts and product support, with the expansion of Snorkel into a West Coast facility. All customer-facing operations for both brands are now transparent, streamlined and even more focused.”

Snorkel is also expanding its equipment refurbishment capability, and will perform all rebuild work at the Elwood facility.

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