IronDirect Pitches Direct Equipment Sales

Liquidity Services has launched IronDirect, a new online platform for the purchase of construction equipment, parts and services from a range of manufacturers.

Headquartered in Asheville, N.C., IronDirect, through its website IronDirect.com, will offer a full line of new, value-priced excavators, wheel loaders and bulldozers from global manufacturers including Lonking and Shantui as well as Magni telehandlers and a growing line of attachments, undercarriages and parts from well-known suppliers such as Berco and Paladin. Additional brands will come online over the next several months, the company said. Suppliers are thoroughly vetted for their ability to produce top-quality construction equipment customized with major components from leading brands such as Cummins, Kawasaki, Grammer, ZF, Rexroth and Dana, the company said.

The IronDirect marketplace is designed to provide both large and small contractors and corporate end users easy and direct access to high-quality equipment, attachments and parts along with a suite of innovative support and service programs and technologies that reduce risk and maintain uptime across the machine’s full lifecycle, the company said.

“IronDirect removes unnecessary cost and inefficiency from the traditional captive distribution sales model, resulting in a smarter, better way to do business – something that our longstanding customer and supplier colleagues in the construction vertical have been desiring for a long time,” said Tim Frank, president of IronDirect. “Our innovative, direct model was built on industry feedback and enables buying customers to save up to 50% over the entire ownership lifecycle of high-quality construction equipment by utilizing our efficient turnkey solution to directly procure, finance, manage and dispose of assets.”

IronDirect is backed by Liquidity Services, which operates a business-to-business online marketplace platform with nearly three million registered buyers and $6 billion in completed transactions. Through this relationship, IronDirect leverages e-commerce technology, asset management and disposal services, and a global infrastructure including over two million sq.ft. of distribution center space to meet the needs of its customers.

“The launch of IronDirect supports our strategy of leveraging investments in technology, superior process and integrated services to drive transparency, convenience and win-win value creation for customers in large, global markets,” said Bill Angrick, chairman and chief executive officer of Liquidity Services.

The roots of IronDirect go back to International Construction Products (ICP), an e-commerce company introduced during the ConExpo-Con-Agg trade show in 2014.

The September issue of Diesel Progress North American magazine will have a full report on IronDirect.