Adaptalift partners with Northline on a seven-year fleet renewal, prioritising safety, technology, and responsive service.
Northline, an Australian-based transport & third-party logistics provider (3PL), is reaching the final stages of rolling out new Hyster material handling equipment across its sites nationwide through a long-term partnership with Adaptalift Group. The seven-year deal covers everything from automated pallet jacks to 16-tonne counterbalance forklifts, giving the transport business a refreshed fleet with modern safety features, smart technology, and a support model built around responsiveness.
Adaptalift had supplied container straddles to Northline in the past. That started to change when Vince Tassone, Adaptalift’s Head of Business Development, drew on his three decades in transport and logistics to put forward a plan. His industry background gave Northline confidence that they were speaking with someone who understood the realities of running a national transport network.
“They’d been with their incumbent supplier for a long time and were into their second cycle of equipment,” Vince says. “It was simply time to bring in new materials handling equipment that would support their stringent safety and operational goals.”
Northline Chief Operations Officer, Brett Curtis, added: “During the tender process, Adaptalift came with lots of different ideas and solutions, and sold us on a more collaborative approach with some technology smarts that we thought would assist us in making better decisions.”
The fleet upgrade is wide-ranging. Alongside forklifts and pallet movers, the rollout includes container straddles and specialised equipment spread across metro and regional depots. Each machine has been delivered with features specified by Northline to improve safety and efficiency.
Telemetry was top of the list. Adaptalift fitted its Speedshield system across the fleet, allowing managers to track usage in detail – from operator logins and idle time to impacts and load weights. Other features included automated fork positioners, built-in weight scales, and mandatory pre-start and post-start checklists backed by reporting.
“There was strong alignment between what Northline wanted and what we could provide,” Vince explains. “They put safety front and centre, and we were able to deliver features like our newly released Adaptalift Connect service app, that matched that commitment.”
Service as the real differentiator
For Northline, moving away from its long-time supplier wasn’t just about replacing old machines. The tipping point came down to service. Vince says the business was encouraged by Adaptalift’s promise of responsiveness.
“Our difference in the market isn’t about one brand being better than another,” Vince says. “It’s the service. It’s about how quickly we respond and how willing we are to work through challenges. That willingness is what sets us apart.”
That claim was tested early. As part of the rollout, new forklift models were introduced to the Australian market, and some teething issues emerged. Adaptalift worked closely with its OEM partner Hyster to resolve them quickly and ensure that Northline wasn’t impacted.
“We never just delivered machines and walked away,” Vince says. “If there was a problem, we owned it and fixed it. That reassured Northline that we’re in this for the long haul.”
Brett added: “We meet with Adaptalift once a week… they’ve come to the table and provided us with solutions to address any issues we were having. Even in areas where we had excess equipment, they understood and worked with us to remove assets, so we didn’t incur unnecessary costs.”
Like most large projects, the rollout faced some delays, particularly around global shipping challenges. But Adaptalift stepped in with equipment from its rental fleet to bridge the gap and keep Northline running.
“Any delays we had, we covered with our expansive range short term rental fleet,” Vince says. “That meant Northline could continue operating without disruption. It showed them we’re committed to making the partnership work, even when challenges crop up.”
“They reacted really quickly… not everybody would have done that,” says Brett. “They threw in an additional forklift to help us, parked the others up, and ensured branches could continue to operate.”
By September 2025, about 85 per cent of the fleet had been delivered, with the remainder due to arrive within weeks.
More than forklifts
The agreement has also opened the door for broader collaboration. Beyond forklifts and pallet movers, Northline has turned to Adaptalift for scissor lifts, cleaning equipment, and even discussions around truck rentals. For both companies, they hope their partnership becomes more than a simple supplier arrangement.
Vince notes that with both companies being privately and Australian-owned, there is a natural sense of shared understanding between them.
“Northline now has the option to lean on our full suite of products, not just forklifts, to support their operations,” he says.
Set over seven years, the deal gives both parties a stable foundation. For Northline, it means access to a fleet that’s fit for purpose and supported by a partner prepared to adapt as their needs evolve. For Adaptalift, it demonstrates the value of service, responsiveness, and relationship-building in an industry where downtime comes at a high cost.
“This has been a genuine two-way relationship,” Vince says. “Northline has worked with us, and we’ve worked with them. They’ve been patient when we’ve faced challenges, and we’ve delivered solutions to keep them moving. That kind of mutual approach is what will carry us through the next seven years.
Brett explained that the business is focused on building long-term partnerships rather than short-term arrangements, emphasising a desire to establish relationships with local, like-minded businesses.
“We’re a very strong values-based business, and for that, we like to have partnerships with similar types of businesses,” he says. “And that’s probably the thing that attracted us to Adaptalift – still a family-based business that has some strong values and they were similarly aligned.”
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