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J.W. Morrison — Forklifts Big and Small

Thursday, January 1, 2009

By: Tim O'Neill
Jim Morrison’s hobby isn’t too surprising considering the line of work he’s in. Morrison owns and operates Camden, N.J.-based J.W. Morrison Equipment Company, a family-owned wholesale material handling equipment provider since 1990.

In addition, he spends time collecting replica scale models. In fact, he has an extensive collection of scale-model forklifts. With over 700 replica models, he thinks he may have one of the biggest collections around.

“I dont have room for all of them presently,” he said.

He said most of his models are displayed in his office and proudly shows them off to anyone who asks.

“I collect things to show other people,” he said. “If I had them at home I wouldn’t be able to.”

Morrison said he has several rare and unusual models and offers a few for sale on the company web site, He encouraged anyone wishing to talk models – or real lifts, for that matter - to contact him through the web site.

Morrison founded J.W. Morrison Equipment in 1990 and operates strictly in the wholesale industry, buying and selling used forklifts and attachments from other dealers throughout the country.

The company’s inventory is on site and inspected to alleviate any customer’s concerns. “Ninety-five percent of everything we advertise or sell we have brought in and personally inspected,” Morrison said. “Not many people do that. We sell very little equipment sight unseen.”

The company’s web site lists approximately 85 percent of the current inventory, which changes daily. A couple of photos and a brief description with specifications accompany the listing. If customers are interested in learning more about the piece of equipment they can contact Jim directly through the web site or call the company with the number provided.

The web site also allows prospective customers the ability to search for a product by type, make, capacity or STK number.

He estimates the company has tripled its sales numbers from the first year he started. It’s a small organization he runs — just him and his son — but he prefers it that way. With a smaller staff overhead is lower and he can afford to offer equipment at lower prices.

Forty years of experience in the industry and personal contact helps J.W. Morrison Equipment maintain an edge against many competitors in the field.

In the past, Morrison said, 90 to 100 percent of business was conducted over the phone, but now with the Internet and fax machines more and more business is done via e-mail and fax. With J.W. Morrison, a majority of business is still done by phone, creating a direct link to customers. He speaks with dealers directly, even sales managers and salesmen on occasion. A fair amount of the equipment for sale by J.W. Morrison Equipment is bought from end users and leasing companies.

“Most of the dealers I deal with on a regular basis,” Morrison said.

Morrison said the time he’s spent in the business combined with their “general knowledge of the equipment and guidance for the dealers we work with” is what makes J.W. Morrison Equipment stand out in a crowded field of competitors.

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