Eastern Forklift Trucks

Avondale successfully advised the sale of Eastern Forklift Trucks, one of the leading independent providers of forklift solutions across the East of England, to Bennie Equipment – a 4^th generation family business and fast-growing Material Handling Equipment (MHE) provider.

Founded over 13 years ago, Eastern Forklift Trucks established itself as one of the largest independent forklift truck dealers in the region, operating from three branches and offering sales, hire and maintenance services. Its reputation for exceptional customer service and continued commitment to raising industry standards positioned the business as a standout operator and trusted name within the market.

Founder and Managing Director Paul Brierley sought a strategic partner to accelerate the company’s growth trajectory, provide long-term security and opportunities for his dedicated team and preserve the business’ flexible, customer-first approach.

Paul was referred to Avondale by a previous client in the industry, whose own successful sale had been managed by our team. Leveraging our deep sector expertise and proven M&A process, we prepared the business for sale, built a comprehensive marketing data room and launched a targeted campaign that attracted nearly 50 interested parties – including trade buyers and private equity – resulting in multiple competitive offers.

Bennie Equipment emerged as the ideal acquirer, offering operational synergies, cultural alignment and a shared commitment to customer service. Avondale led negotiations, structured the deal and managed the due diligence process to ensure a smooth and timely completion.

The acquisition marks Bennie Equipment’s third deal in 2025 and a key milestone in their national expansion strategy. With coverage now spanning the West, Central, and East of England, Bennie is well-positioned to deliver regional MHE services across the United Kingdom.

Paul achieved his goals of securing the future of his business and team while ensuring continuity for customers. The partnership with Bennie Equipment provides a strong platform for continued growth.

Avondale led negotiations, structured the deal and managed the due diligence and legal process to ensure a smooth and timely completion.