Hyster NZ joins Adaptalift Group rebrand

Hyster New Zealand has rebranded under the Adaptalift Group following an acquisition that marks the beginning of a new chapter for the materials handling supplier as the company reaches an 80-year anniversary.

The move integrates Hyster NZ into an Australian-headquartered business with a dedicated focus on forklifts, servicing, rental, and parts across Australia and New Zealand.

The change follows a strategic decision by former owner Sime Darby, which acquired the Hyster NZ business from the Gough Group in 2019.

From Adaptalift’s New Zealand leadership perspective, the goal was to ensure a unified transition. Country Manager Ryan Hosking says the process was carefully managed to bring together two well-established teams under one group identity.

“My role as Country Manager was to ensure there was a seamless integration between the two businesses – what was Hyster New Zealand and the Adaptalift Group,” Ryan says. “We’ve been very fortunate to inherit a group full of good people and strong skills. The response from the team has been overwhelmingly positive.”

Expanding brand presence

As a result, Adaptalift Group entered the frame and acquired Hyster NZ, marking its formal entry into the New Zealand market. According to Shane Smith, National Sales Manager – NZ, and a former Hyster NZ employee, the transition reflects a better strategic fit.

“Now, within the Adaptalift Group, we’re part of a dedicated materials handling business,” he says. “That’s a really good transition for us.”

Shane joined Hyster NZ in 2021 and has seen the company evolve through several structural changes.

“The Gough Group had Hyster from the beginning – dating back to 1945,” explains Shane.

“Today, in 2025 joining Adaptalift Group, we fit right in. It’s a dedicated business model that matches how we operate.”

The transition, which took place over two months, involved relocating five operational sites and onboarding approximately 110 employees. Shane noted that, despite the pace of change, efforts were made to ensure minimal disruption for existing customers.

“The main goal for us was to fully transition in a way that was seamless for the clients,” he says. “When we’re out there talking to them, the feedback we’re getting is they haven’t really seen too much of a difference in terms of transacting, and that was really key for us.”

This approach reflected a deliberate effort to prioritise team culture and communication.

“We took a people-first approach with full transparency and boots on the ground,” Ryan says. “Our Group CEO, Steve Taylor, personally visited teams across New Zealand. It’s a cultural shift – we’re not hierarchical. We know people’s names, their families, and what’s going on in their lives. Everyone’s part of the same team.”

While the Hyster NZ brand had local recognition, the company has recently confirmed that all operations will move forward under the Adaptalift Group name.

“We’ve just announced the rebranding to Adaptalift Group,” Smith says. “Nothing official has gone out yet, but that process is already underway.”

The acquisition not only affects branding and reporting lines – it also brings a wave of investment into the New Zealand operation. Adaptalift has already begun expanding its infrastructure footprint across the country, including a new distribution centre in Christchurch to better serve the South Island.

This investment is not limited to logistics infrastructure. According to Ryan, it has also had a tangible effect on morale.

“The change has reinvigorated the team,” he says. “They’ve moved to high-quality environments and seen real investment – not just in assets, but in culture and leadership. That’s made a huge difference.”

“Previously, we only had one DC in Auckland,” Shane added. “Now we’re setting up a second DC in Christchurch. That change alone increases our ability to provide after-sales support and timely service across the country.”

Shane also highlighted the importance of parts availability and service responsiveness in the materials handling sector.

“We’re one of the few businesses actually investing into the business right now. Increasing stock holdings, increasing infrastructure – that’s a message we’re taking out to clients,”
he says.

From a regional perspective, the acquisition elevates the status of the New Zealand arm within the global Hyster dealer network.

“We’re the longest-standing Hyster dealer outside of the United States,” Shane says. “And now with the Adaptalift transition, we’re also the largest dealer in the Asia Pacific region, including India and China.”

Culturally, Shane says there’s strong alignment between the former Hyster NZ team and Adaptalift.

“We’ve always presented ourselves as strong partners and we’re still committed to that,” he says. “We value long-term relationships, and it’s not just about the product – it’s what comes behind it, whether that’s servicing, parts support, or operational advice.”

The acquisition also provides new growth opportunities for the Hyster product line in New Zealand. While the brand has traditionally been associated with large container handlers and heavy equipment, Shane says the company will now look to grow its share in smaller to mid-sized forklifts and equipment.

“Historically, we’ve been strong in big trucks – container handlers and the like,” he says. “But now, with Adaptalift behind us, we’re looking to increase our presence in sectors like transport, warehousing, agriculture, and food. You’ll see more Hyster trucks in those applications.”

With shared operations and trans-Tasman capabilities, Shane sees additional opportunities to leverage client relationships across both Australia and New Zealand.

“We’ve got touchpoints across both countries now that we can support. It puts us in a better position to work directly with clients operating in both markets.”

What’s next?

Looking ahead, Shane believes the acquisition marks the most important development in Hyster NZ’s recent history.

“It’s probably the most significant change we’ve had, and I think it’s certainly the right one,” he says. “It puts us in a better position with the factory and strengthens our presence in the market.”

When asked what the overarching theme of being “stronger together” means in this context, Shane pointed to benefits across multiple fronts.

“We’ll be stronger internally, stronger as a group, and stronger partners with our clients. That’s where you’ll see the difference – through the whole value chain.”

Ryan agreed, emphasising that the integration has gone beyond internal alignment to become a broader customer strategy.

“’Stronger Together’ isn’t just internal – we’re no longer two teams. We’re one Adaptalift Group,” he says. “And beyond that, it’s about partnering with our customers across New Zealand and growing with them.”

As the transition continues, the company is focused on embedding systems, consolidating operations, and delivering consistent support to customers under the new brand identity. For long-standing Hyster NZ clients, the familiar faces and technical knowledge remain – but now within a broader, better-resourced structure designed to meet future demand.