Strategic partnerships Connell is an authorized distributor for multiple leading material handling brands including Komatsu, Doosan, Navigator, Interlake Mecalux, JLG, and Skyjack, indicating strong supplier relationships and potential cross-sell opportunities for forklifts, equipment, and storage solutions.

Mid-market focus With 11-50 employees and annual revenue in the 1M-10M range, Connell targets small to mid-sized logistcs and manufacturing firms, presenting a clear pool of potential clients in need of affordable, scalable material handling and facility design solutions.

Comprehensive solutions The company offers a full suite from new/used forklifts and pallet rack to facility design and operator safety training, enabling upsell into training, safety programs, and maintenance plans alongside hardware.

Tech-enabled ops Adoption of cloud and web technologies (AWS, PHP, Bootstrap, web optimization) suggests efficiency in quoting, service delivery, and customer portal capabilities, which can be leveraged to streamline sales cycles and post-sale support.

Growth potential Historical emphasis on problem-solving and four generations of experience positions Connell as a trusted advisor; targeting logistics and storage upgrades in growing sectors could drive recurring revenue through service contracts, parts, and warehouse optimization projects.