Winning Irish Exporter of the Year: Combilift’s CEO Talks About the Global Market

How It All Started 

In 1998, Robert Moffett and I co-founded the business with a unique forklift concept. We designed a truck that could move forwards and backwards like any regular forklift but, at the flick of a switch, could also travel sideways. Our first model, the multidirectional 4 ton C-Series, is still in production 26 years later. Its innovation in long-load handling, which can be risky with standard forklifts, made the concept and its advantages easy to visualize and sell—even before we had a prototype.

We started in March 1998, and by July, we had completed three units for customers in Norway. I told my girlfriend, now my wife, that we were taking a week’s holiday to Norway. In reality, we were there so I could oversee the delivery of those first trucks. By the end of that year, we had produced 18 Combilifts, 17 of which were exported. From day one, exports were our primary focus, and as of today, they account for 97-98% of our business.

Transporting Large Goods

When you’re focused on exporting, minimizing transportation costs becomes a priority. Shipping efficiently is key, so from the start, we designed compact, multi-directional trucks that fit into containers, reducing freight costs. Our larger products, like straddle carriers, which can reach up to 40 feet tall, are designed like a Lego Meccano set, so after test, they can be disassembled and shipped within containers. For oversized equipment, we use roll-on, roll-off shipping, where the vehicle is loaded in our yard and driven directly onto the ship and then off again at its destination. So far, we’ve never had a vehicle we couldn’t ship.

Navigating Export Rules and Regulations

When starting a business, ignorance of export rules can actually be a blessing—knowing too much might have discouraged us from pursuing the global market. The regulations we faced were diverse and complex, depending on the market, but strong customer relationships, and a little hand-holding,  helped us navigate these challenges. Our customers often guided us through their country’s specific requirements.

Back then in 1998, we were a team of 13 engineers and fabricators. Today, we have 850 employees, including an expert team dedicated to handling exports, so thankfully I no longer need to worry about the finer details. Our logistics team of over 30 people ensures that from pre-delivery inspections through final testing and shipping, everything runs smoothly.

Global Support Network

Like any moving vehicle, forklifts need servicing in order to keep running efficiently. For Combilift, our route to market is through a global dealer network with skilled service engineers. We provide comprehensive in-house training and also offer service training in local markets. Having professional local service on the customer’s doorstep is crucial along with rapid access to parts, and today, Combilift has more than 300 dealer distributors around the world.

What Winning Exporter of the Year Means

Over the years, we’ve been fortunate to receive various awards, but being named Irish Exporter of the Year is a significant achievement. Competing with industries across the island, including large global manufacturers in sectors like pharmaceuticals and medical devices, was no easy task.

This award wasn’t just about submitting an application; it also involved two rigorous interviews in front of a panel of 14-15 independent judges from diverse industries. Winning this award shows that we’ve been recognized as a full-fledged manufacturing company that truly exports globally. We don’t simply rebadge products—we design, fabricate, paint, and assemble our vehicles from start to finish before exporting them worldwide.

For Combilift, this recognition feels like winning an Olympic gold medal. It’s a stamp of approval that we’re doing, and continue to do things right.

Looking Ahead

Like many entrepreneurs, Robert and I came from humble beginnings, growing up on a farm where hard work was essential, I was never handed anything. That work ethic has stayed with me. Today, we are in a strong market position as a debt-free, privately owned company with over €500 million in revenue. The only downturn we’ve experienced in the last 26 years was during the financial crisis of 2008/09; every other year has seen continued growth.

Innovation has been key to our success. Our team continues to design new, exciting products, which keeps us ahead of the market. That’s what really drives me—knowing that Combilift’s innovation keeps us moving forward.

 www.combilift.com