Riekes Equipment’s 90-year commitment to innovation and customer success.
By Nicole Needles
Riekes Equipment’s story begins in a modest setting with a practical goal: solving a customer’s problem.
“Riekes literally started in a barn, recycling bottles for local customers and solving a simple problem: how to move cases of bottles faster and safer,” said Lisa Brink, director of marketing and customer experience at Riekes Equipment.
What began as a small operation quickly evolved as customer needs expanded, leading the company to offer hand trucks, casters, conveyors and platform trucks. That early spirit of adaptability carried the company through pivotal moments in history. During World War II, Riekes supported defense operations by supplying essential material handling equipment, eventually becoming a Hyster and Yale forklift dealer.
“After 90 years, we’ve learned that it comes down to showing up, solving problems and earning trust day after day,” Brink said.
Living the Company Values
Today, Riekes Equipment is headquartered in Omaha, Nebraska, with 240 employees and seven locations across the Midwest. While its footprint has expanded, the company remains grounded in the values established by its founders. To honor those principles, Riekes created two annual awards tied to traits such as continuous learning, attention to detail, progressive thinking and innovation.
Company culture plays a central role in maintaining that legacy. Brink emphasized that Riekes’ values are more than statements; they are embedded in daily operations.
“Our values are not just words on a wall. They guide every decision and align us as a team,” she said. These values are supported by what Brink describes as a “three-legged stool”: the company’s core values, its Performance Guarantee and the “Riekes Way,” which defines how employees execute their work.
“At the core of all three is a simple conviction: when others step back, we step up…doing what others cannot or will not do,” Brink said. “Because that is what our customers count on.” This approach prioritizes safety, quality and empowerment, enabling employees to respond quickly and effectively to customer needs.
A Partner, Not Just a Supplier
The material handling industry has undergone a significant transformation since Riekes’ founding. What was once centered on equipment sales has evolved into a complex landscape driven by automation, data and integrated solutions.
“Companies now expect a partner who can improve efficiency across their entire operation, not just supply a product,” Brink said.
Customer expectations have also shifted dramatically. Speed, responsiveness and ease of doing business are now baseline requirements. “Customers expect it to be easy to do business at every touch point,” Brink said. “They also expect a high level of service, and without it, loyalty goes out the window.”
To meet these demands, Riekes has implemented customer surveys, follow-up calls and company wide response-time standards – it has resulted in best-in-class customer service scores (80.5 in 2026). The company also evaluates its processes to strike the right balance between automation and personal interaction.
Always Evolving
For the future, Riekes remains focused on innovation and customer success.
“If there is one thing we have learned in 90 years it’s that the future is always evolving,” Brink said. “But our focus is always clear: driving innovation and improving productivity, safety and service for our customers.”
That steady focus is reinforced by long term leadership. Brink noted that Duncan Murphy, Riekes President and former MHEDA Board Chair, has been with the company for more than 40 years, and has helped guide Riekes with a commitment to doing what is right for both customers and employees. Combined with a dedicated leadership team, that philosophy continues to shape the company’s path forward while honoring the values on which it was built.
