01.08.2010

ReachMaster becomes Skako

Reach master was established over 15 years ago as a division of Falck Schmidt, which merged with Denka to produce WorldLift industries as part of the Skako Group in 2005 WorldLift took on its owners name – Skako – earlier this year, with a launch at Bauma.
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The ReachMaster Falcon

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The new Skako identity

The Houston-based company is responsible for sales and service for Falck Schmidt, Denka and Hinowa – for which is a dealer- in the US, Canada, the Caribbean as well as Central- and South America.

ReachMaster’s chief executive Ebbe Christensen, said “While the ReachMaster name has served us very well in the US and become synonymous with compact aerial lifts, it makes a lot of sense to clarify the overall corporate identity, considering the fact we’re a global player”
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Ebbe Christensen

“This is strictly a name change, there’s no change in ownership or in the organisation. The product line up also remains the same, and the well known Falcon and Denka brands will continue under the new corporate identity, alongside the Hinowa brand, sold exclusive through the company.”

“Looking back, it has always been confusing that the ReachMaster brand was sold only in the US and Canada, while elsewhere in the world the very same equipment was sold under a different name. After the merger with Denka in 2005 we became a part of the Skako group of companies with even more names and logos, at which point it became almost impossible to create effective marketing synergies and strategies”.

“With the new name and logo we now have a very clear, uniform and global profile, which will allow us to strengthen our position globally, and in particular in the Americas” says Christensen.

“We first and foremost see ourselves as an American company, with no change in our daily focus on serving our customers from a local perspective. With the new identity, however, we can more easily communicate our corporate values and take full advantage of the strengths and experiences on a global scale, which indeed represents new exciting opportunities”.
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ReachMaster made its name selling Falck Schmidt lifts for high atrium work