LiftSmart opens European sales office

10 January 2020

US-based material lift manufacturer LiftSmart has opened a European sales office in Barcelona, Spain, led by José Miguel Peña, the former Genie and Lavendon Group executive.

LiftSmart said the new office will increase customer service and improve support for its existing European distribution and dealership network.


José Miguel Peña is a veteran of the European equipment rental market.

Steve Citron, managing director of LiftSmart, said; ”We are extremely pleased that José Peña has joined the team as I have worked with him in the past and believe he will expand our presence throughout the region and beyond.

“He is a very positive, highly accomplished individual and we will provide exceptional service and support to our European customers under his leadership.”

LiftSmart distributes its products in Spain, France, Germany, Belgium, The Netherlands, Sweden, the UK and Ireland through a network of independent distributors and dealers.

“Europe is a very important region for us and we want to show our commitment to the market and our customers there,” added Citron, “This represents our first step towards a larger facility that will eventually serve as a finished goods and spare parts distribution centre, which is part of our overall strategic plan.”

Peña, who spent 12 years with Genie and Terex, rising to the position of product & business development director for EMEAR by 2010, said; “All the company’s products are made in the USA, feature new patented innovations, and are of extremely high quality.

“I am very excited to have an opportunity to create something incredible in Europe and to achieve our shared vision for the future.”

Based in Vista, California, and established in 2010, LiftSmart makes material handling and lifting equipment for construction, industrial and rental markets. Its products have lifting heights from 4ft (1.2m) to 25ft (7.6m) and load capacities from 300lbs (136kg) to 1,000lbs (454kg).

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