Press Releases
Feb 21

Introducing A Revolutionary New Way to Purchase, Manage and Service Construction Equipment

New Liquidity Services marketplace enables customers to Buy Smarter
and Build Better
TM with unmatched convenience,
selection and services for buying new equipment in global construction

(NASDAQ: LQDT) today announced the launch of a new
marketplace IronDirect®
that provides construction equipment buyers a convenient online
platform to purchase a large and growing number of value-priced and
premium brand products – ranging from bulldozers, excavators, wheel
loaders and telehandlers – all from proven manufacturers around the
world. The IronDirect marketplace provides both large and small
contractors and corporate end users easy and direct access to
high-quality equipment, attachments and parts needed to meet their
functional needs along with a suite of innovative support and service
programs and technologies that reduce risk and maintain uptime across
the machine’s full lifecycle.

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“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 percent 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 e-commerce pioneer Liquidity Services (NASDAQ:
LQDT), which operates a leading business-to-business online marketplace
platform with nearly three million registered buyers and $6 billion in
completed transactions. Through this relationship, IronDirect leverages
world-class e-commerce technology, asset management and disposal
services, and an established global infrastructure including over two
million square feet 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. “IronDirect uniquely addresses
the needs of the construction equipment industry by providing global
suppliers a more efficient way to reach customers, and for buyers to
obtain more control over the selection and type of equipment, parts and
services they desire to support their business needs. Customer access to
IronDirect’s multi-brand seller marketplace with real-time pricing and
technical support, parts and service unlocks tremendous value and choice
for buyers of new equipment items and for those who wish to trade in
their old equipment as part of the transaction.”

IronDirect – Buy Smarter. Build Better.TM

Headquartered in Asheville, NC, IronDirect is an American company that
offers buyers unprecedented value and access to construction equipment,
parts and services in a single online destination,
IronDirect’s online marketplace offers buyers of all sizes easy access
to value-priced and premium machines from brands that are both new to
the local market and long-established, as well as the attachments and
parts needed for their fleets, and innovative programs and investment
recovery solutions that remove financial obstacles, risk and
inefficiencies from the full lifecycle of their equipment. This unique
lifecycle ownership experience maximizes uptime, productivity and
working capital, delivering an overall cost savings of up to 50 percent.

Key elements of the IronDirect business offering include:

  • Equipment and Components

IronDirect offers a full line of new, value-priced excavators, wheel
loaders and bulldozers from proven global manufacturers including
Lonking and Shantui; it also offers 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. 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.

  • Quality Assurance

Equipment that receives the “by IronDirect” designation undergoes
rigorous tests and audits, including multiple stages of pre-delivery
inspections, to ensure productivity and durability meet or exceed that
of established brands. Quality control is managed directly by IronDirect
employees embedded in each supplier’s factory.

  • Service Program

Service Your WayTM is a unique, flexible
program that offers IronDirect customers three options for keeping
equipment up and running. Customers may perform warranty repairs at
their own facilities and receive reimbursement for labor and parts; they
may use a preferred local service provider; or, they may select an
IronDirect authorized service partner to perform the work.

  • Warranty

IronDirect offers a variety of warranties up to a two-year/4,000-working
hour full machine warranty on all parts and labor for its value-priced
lineup. Qualifying customers may choose to perform their own warranty
work; if they do, they will receive full reimbursement for labor and
parts via our online warranty portal to activate, file claims and
receive payment for maintenance work.

  • DirectAssist™ App

DirectAssist™ is an iOS
and Android
app that connects machine operators to IronDirect’s technical service,
parts specialists and engineers so they may communicate one-on-one in
real time to receive remote service assistance and information via
voice, video and text chat. Technicians are available around the clock
to provide assistance, expediting repairs and facilitating warranty

  • Parts Program

IronDirect has a robust parts program for its value-priced equipment
that offers a 48-hour replacement guarantee for any machine-down
situation caused by a failed part. All parts can be purchased directly
via the SmartEquip portal and are shipped same-day from the company’s
450,000 square-foot parts depot in Columbus, OH. IronDirect also
maintains up-to-date technical data specifications and manuals on all
machine components and provides free parts kits with each new purchase,
which supports the first 1,000 hours of maintenance.

  • DirecTrac™ Telematics System

DirecTrac™ is IronDirect’s proprietary telematics system built into
every IronDirect machine. This technology monitors, tracks, reports and
analyzes real-time equipment and operator usage, enabling data-driven
asset management decisions. IronDirect customers receive this free for
the first three years of ownership upon the purchase of our equipment.

  • QR Code Technology

Each IronDirect machine comes with its own QR codes. Machine owners and
technicians can scan the code to instantly access vital equipment data
including: machine birth certificate, which includes all main component
model and serial numbers; original quality assurance report; key
specifications; and, comprehensive machine walk-around video.

  • Financing Options

IronDirect offers comprehensive finance and leasing solutions through
its partnership with Wells Fargo. U.S. and Canadian customers can secure
equipment financing with working capital loans, specialized loans
involving balloon or seasonal payments and rental fleet finance
programs. Working capital leases and leaseback programs are also
offered, as are customized financing options for construction
contractors and rental companies.

  • Investment Recovery Solutions

IronDirect offers several proven investment recovery solutions for its
equipment including: use of the company’s proprietary AssetZone®
software for tracking, managing and redeploying assets internally; asset
valuations; tailor-made multichannel resale solutions using auctions,
sealed bids, negotiated sales or a combination thereof; and
customization of trade-in packages for new IronDirect machines.

  • Iron Edge™ Loyalty Program

The Iron Edge™ loyalty program is an exclusive membership for
buying customers that offers discounted commission rates and mutually
agreed-upon expense budgets for the end-of-life resale of IronDirect
equipment through our sales channels. Customers are empowered to
increase net recovery on their machines by 10 to 14 percent with no
buyer premium.

  • E-commerce Platform’s e-commerce platform is powered by Liquidity Services’
new LiquidityOne platform which provides a secure, reliable and scalable
transactional platform for buyers and sellers around the globe. The new
IronDirect marketplace strengthens the Liquidity Services ecosystem of
sellers, buyers and channel partners which enables us to unlock new
markets and opportunities for our customers.

To register for a free IronDirect account, visit
To add your products to IronDirect’s growing selection, visit

About Liquidity Services

Liquidity Services (NASDAQ: LQDT) employs innovative e-commerce
marketplace solutions to manage, value, and sell inventory and equipment
for business and government clients. The Company operates a network of
leading e-commerce marketplaces that enable buyers and sellers to
transact in an efficient, automated environment offering over 500
product categories. Our superior service, unmatched scale, and ability
to deliver results enable us to forge trusted, long-term relationships
with over 8,000 clients worldwide. With nearly $6 billion in completed
transactions, and approximately 3 million buyers in almost 200 countries
and territories, we are the proven leader in delivering smart commerce
solutions. Visit us at

About IronDirect

Headquartered in Asheville, NC, IronDirect is an American company whose
mission is to significantly lower the lifetime cost of the equipment you
operate without sacrificing quality or support. We do this by offering
our customers a convenient online platform for purchasing and selling
equipment, attachments, parts and services; a suite of innovative
support and service programs and technologies that reduce the risk of
ownership across a machine’s lifetime; and a safe way to buy, operate
and resell value-priced products from proven global manufactures. Let us
help you Buy Smarter. Build Better™. Visit us at

Source: Liquidity Services

Liquidity Services
Jeanette Hanfling, Director of Public Relations
[email protected]