T h e w o r l d w i d e l i f T e r

14No.

w w w . l i s m a n . n l

Lismannews is the property of Lisman Vorkheftrucks BV

GB M A Y ‘ 1 2

04 oxfam novib Thanks for your supporT!This year Lisman made a donation of € 10,000 to Oxfam Novib. The money will be used to provide micro-loans to people getting started in business in Uganda.

Lisman news02 Lisman forkLifTs

CeLebraTes 45Th anniversaryA good time to look back at our history and con-sider the future development of Lisman Forklifts.

04 Lisman offer... With every order above € 4,500 made before 30 June 2012, you will receive a free gift of a fabulous toy forklift.

03 Lisman asiaHere we go: after an intensive period of preparation, Lisman Forklifts Asia Sdn Bhd is ‘up and running’!

Message from the Management Team

Our premises in Malaysia

Good news To share wiTh you!Firstly, we are celebrating an anniversary. At 45 years of age, most peo-ple are in the prime of their lives. They have learned a lot, and have good life experience and lots of energy. This is a good basis for further deve-lopment and success. And this is how it feels for our family business too. Lisman Forklifts has gained lots of experience over 45 years, and built up a fantastic network of contacts. Our organisation is made up from a team of enthusiastic employees who make the most of new developments and opportunities on the market.

LookinG baCk…Our anniversary is a good opportunity for us to stop for a moment and look back at our history. Anyone who reads about the history of Lisman Forklifts will see that our company and the market we operate in have

changed enormously over the years. Our core values - reliability and exclusive wholesale trade with the focus on materials used - have however always remained the same. And this will continue to be the case in the future.

and LookinG forward…Lisman is continuing to develop and build on its success. We are therefore proud to announce we have opened a branch in Malaysia: Lisman Forklifts Asia Sdn Bhd. As Lisman Forklifts BV’s sister company, Lisman Asia will serve the Southeast Asian market in the same way you have come to expect from us in IJsselstein. You can read more about developments in Malaysia in this 14th edition of Lisman News. So you see: we are doing everything we can to be of service to you as a forklift professional. Whether you are buying or selling, we will do our best for you and continue to fulfill our unique and exclusive wholesale trading role in the market with verve. We hope to see you in one of our branches soon. Whether it’s in the Netherlands or Malaysia, you are always very welcome. And there is always a wide range of stock ready and waiting for you.

We hope you enjoy reading this edition, and look forward to seeing you soon!

The Management TeamAnton and Koen Lisman

And despite the fact that Lisman chose to only serve traders, the products had to have added value in order to make the proposi-tion transparent. This led to a technical and logistics organisa-tion also being set up.

1980s and ‘90s: rapid GrowThThe investments started to pay off. Lisman Forklifts soon became internationally recognised as a leading wholesale trader in used forklifts. The purchasing and sales figures grew rapidly, not just in the Netherlands, but also increasingly abroad. Jos and Anton re-invested all profits in the company and the stock of machines.

This created a snowball effect: Lisman Forklifts experienced continued growth, and the foundation was laid for the healthy financial structure that still serves the company so well today. The site in Utrecht was vacated in 1987, and premises were purchased in IJsselstein which offered plenty of room for further growth. The stock capacity increased and the range was extended with warehouse trucks, all-terrain forklifts and telescopic handlers. After the move to IJsselstein, Gert Versteeg joined the management team with a mandate to professionalise the internal organisation. The turnover and organisation grew spectacularly under the leadership of Jos, Anton and Gert.

2000-2010 ConsoLidaTionAfter a period of quite torrential growth, it was time for conso-lidation. After the turn of the century, it became clear that that market had ‘grown up’. With the development of the internet and globalisation, our business became more transparent and homogenous. And now the next Lisman generation was also ready. Koen, Jos’s son, took over his father’s position in 2004. Since then he and his uncle Anton have been responsible for the management of Lisman Forklifts. Gert Versteeg retired in 2009. A new manager, Bob Backers, is now responsible for all the company’s non-commercial activities. Over the last ten years lots of attention has been paid to optimising business proces-ses and making the organisation as flexible as possible, to take advantage of any opportunities that appear on the market. The investment in stock has proven to be a sensible choice. Even though the margins have diminished dramatically in this mature market, Lisman has managed to maintain its market leading position without any real problems. Two new business premises were added in IJsselstein in 2005 and 2009.

Lisman forkLifTs 45 year hisTory

our 45th anniversary is a good opportunity for us to stop for a moment and look back at our history, and also to consider the future deve-lopment of lisman forklift Trucks. There are clearly distinct phases in the history of our family business.

“Transparency and reliability, developing

and maintaining long-term relationships

with clients, suppliers and employees.

This is what we owe our existence to!”

Jekerstraat at Utrecht

02

1967: foundedAnton Lisman Sr. came from a construction back-

ground and spent much of his life working as a building contractor. He also had a strong instinct for business, and ultimately started to focus on trading construction materials, such as reinfor-ced concrete. He was presented with a good opportunity, at the right time, to buy a lot which possessed a number of forklifts. When he realised that selling these machines could be financially rewarding, he decided to set up a forklift trading business, and so Lisman

Forklifts was founded in 1967.

1970s: deCisionsAnton Lisman Sr. was already in the autumn of his

professional life when Lisman Forklifts was founded in Utrecht, so he involved his son Anton Jr. in the new business from the very beginning. This decision proved to have long-term consequences, as Anton Lisman Jr. is still part of the manage-ment team today. Business was prosperous and the first employees were soon hired. These partnerships also proved to be lasting and successful. Mechanic Ad de Rooij worked with Lisman for over forty years until his recent retirement. And Dries van Dieren is still working for the company today, after 43 years.

The business grew and grew, and Anton Jr. joined forces with his older brother, Jos, in 1972. Now Lisman really was a family business. The close collaboration between Jos and Anton Jr. also formed the basis for later expansion. In this phase, the company name made it clear to everyone what market Lisman was active in, but further choices also had to be made. What role should Lisman aim to fulfill and how could it offer the best value? After several pioneering years, Lisman decided to focus exclusively on the wholesale trade business. The background for this strategic choice was that distributors in the forklift industry were also fleet owners, and there was a gap in the market for an independent wholesaler to buy used machi-nes from importers and large rental companies, and sell them on elsewhere. This wholesaler role meant that Lisman had to make big investments, not just to buy in stock and have storage capacity, but also to establish a sales team to make contacts with customers all over the world.

This created 22,000m2 of covered storage capacity for more than 1,600 machines of all makes, models (aerial work platforms were also added to the standard range in this phase) and sizes.

2011 and beyond: TakinG new opporTuniTiesNow that the organisation and facilities are in place to support our leading position, we can increase our focus on the market. Lisman is still the only wholesale business that does not supply end users. This means we can benefit from our suppliers’ loyalty: forklift manufacturers, large distributors and rental companies. Our clients are also loyal: these are mainly medium-sized retail companies who don’t want to have a large stock of used machines themselves. They rely on Lisman for a large fleet of machines with our renowned, trusted and reliable quality, which are sale-ready and can be shipped all over the world quickly. The forklift world is changing drastically; the cards have once again been shuffled since the financial crisis in 2009.

KUALA LUMPUR

KUANTAN

JOHORBAHRU

PULAUPINAUG

KOTABHARU

IPOH

MELAKA

produCT ranGe forkLifTs

from small to very large (lifting capacity from 500 kilos to 60 tonnes). Combustion (Petrol/lPG gas and diesel) or electric powered. All brands of the world, Japanese and european. And always with the lisman quality guarantee.

warehouse TruCks

All types of warehouse trucks: pallet trucks, stackers, orderpick trucks, low-level orderpick trucks, reach trucks and hi-rackers.

rouGh Terrain forkLifT TruCks

rough terrain forklift trucks with mast. Two and four-wheel drive. Very suitable for the industry, construction and agricultural sector.

TeLehandLers

rotating, telescopic and rigid trucks. Terrain-ready with four-wheel drive and four-wheel steering. Telescopic reaches from 5 to 25 metres. Short telescopes for agricultural applications and longer beams for use in industry and construction.

aeriaL pLaTforms

Telescopic and articulated hi-rackers. electrically driven, diesel or bi-fuel powered. with two or four drive, two-wheel or four-wheel steering.

sCissor LifTs

Man-up scissor lifts, electric, diesel or bi-fuel propulsion, 2 or 4-wheel drive. with and without stabs.

ConTainerhandLinG equipmenT

Machines with masts or reach stackers, suitable for moving full or empty containers.

side Loaders

These forklift trucks can pick up a load side-ways and transport it on its own load-bed. Available in diesel, lPG and electric versions, as well as two-way and four-way machines. Capacity from 1,000 to 10,000 kg.

here we go: after an intensive period of preparation, lisman forklifts Asia Sdn Bhd is ‘up and running’. we want to use our new branch in Malaysia to strengthen and further develop our market position in the far east.

CenTraL LoCaTionOur new branch location, near Port Klang in Malaysia, has excellent air freight and shipping connections. This means Lisman Asia is easily accessible if you want to visit. Once an order has been made, we can quickly ship machines to their destination, whether it is nearby or further away in the area.

The Lisman you expeCTOur new company premises have 5,000m2 covered storage capa-city, and there are 300 used high-quality machines waiting for you. What you have come to expect from us in IJsselstein you will also find in Lisman Asia: a wide range of sale-ready machines. As well as our familiar and extensive range, you will also recognise Lisman’s company DNA: exclusively used machines, exclusively wholesale trade, with a strong focus on transparency and quality.

Marcel Jansen is the Managing Director of this new company, which aims to serve the Asian region as well as possible.

pay us a visiT if you’re in The area!Would you like to find out more about Lisman Asia? Discover what our new branch has to offer by paying us a visit. You will be made very welcome! Lisman Asia is situated a stone’s throw away from the ‘Coconut Flower’ seafood restaurant, a well-known establish-ment in Selangor. If your schedule allows, we would be happy to invite you in for some refreshments.

Lisman Asia contact details: lisman forklifts Asia SdN BhdLot 8945, Jalan Telok Gong, Telok Gong42000 Pelabuhan Klang, Selangor Darul Ehsan, MalaysiaOr visit www.lismanasia.com

Lisman asia

The market in Europe seems somewhat saturated, whereas new markets are providing more opportunities elsewhere. This is why Lisman is working hard to expand into Asia with its new branch in Malaysia. You can read more about this elsewhere in this edition of Lisman News. The opening of Lisman Asia is once again an investment in the future. We have already shown the ambition to be market leader in the forklift world for 45 years. But however large and international our organisation becomes, we remain true to our principles: to work with transparency and reliability, developing and maintaining long-term relationships with clients, suppliers and employees. This is what we owe our existence to!

03

Lisman opensnew branch in Malaysia:

Marcel Jansen

LISMAN FORKLIFTS ASIA

Lisman vorkhefTruCks

w w w . l i s m a n . n l

offiCe address: Techniekweg 1, 3401 Mh iJsselstein

The Netherlands

posT address:P.o. Box 233, 3400 Ae iJsselstein

The Netherlands

Telephone +31 (0)30 688 48 84fax +31 (0)30 688 60 01

e-mail info@lisman.nl

lisman is centrally situated in the Netherlands and is only 30 driving minutes away from

Schiphol international Airport at Amsterdam. Your Area Manager will be pleased to pick you up.

in keeping with custom, lisman made a donation to a good cause at the end of the year on behalf of all its customers. This year a donation of € 10,000 was made to oxfam Novib. The money will be used to provide micro-loans to people starting in business in Uganda.

sTimuLaTinG sTrenGTh and independenCeWith the € 10,000 donated on your behalf, Oxfam Novib will provide people in developing countries with access to financial services. People starting in business do not normally have any collateral so they are not attractive propositions for conventional banks. Oxfam Novib believes in the strength of people’s indepen-dence and so wants to make a difference in these situations.

TraininG and a sTarTinG CapiTaLThis is also the case in Uganda. People can often fend for them-selves just fine, but sometimes need a helping hand so they can build themselves a future. With this donation from Lisman, some 588 people starting in business will receive training in marketing and accountancy. They will also be given advice about product innovations and, in many cases, a small amount of capital so they can make a professional start. Oxfam Novib thanks you for this contribution.

when it’s your birthday, you can offer special treats, and we’re happy to do just that! when we celebrated our 40th an-niversary 5 years ago, we

gave our customers a free toy forklift gift when they purchased a used machine. This celebratory offer was an enormous success. we gave away 600 toy forklifts worldwide: as far afield as Mexico and Japan.

a fabuLous free Toy forkLifTOur customers still ask us about this unique gift. So we are pleased to bring back this offer to help celebrate our 45th anniversary. For every order above € 4,500 made before 30 June 2012, you will receive a fabulous free gift of a toy forklift. Just like 5 years ago, this is an old-fashioned style toy forklift built with German workmanship - enough to excite any junior driver!

Temporary offer!This offer is unlimited: you are entitled to as many free gifts as you want – until 30 June 2012! So the more machines you buy, the more toy forklifts you receive. Good luck!

Oxfam Novib thanks you for your support

With this donation from Lisman, some 588 people starting in business will receive training and a small amount of capital, so that they can make a professional start!

Lisman is offerinG you a speCiaL TreaT To CeLebraTe iTs anniversary!

free Toy forkLifTwith every purcahse above eur 4,500!

anniversary offer