Move Comes after Record Sales Year, coming Competition with Raymond Line

One of the earliest players in the Autonomous Mobile Robot (AMR) sector, Pittsburgh-based Seegrid Corporation, has made a major change in its go-to-market strategy, ending a reseller relationship with major fork truck maker Raymond, a division of Toyota.

Supply Chain Digest Says... At the time, Seegrid it planned to use the funding to accelerate market initiatives for its AMRs, including a coming new autonomous lift truck, which would put it in growing conflict with Raymond’s product line. What do you say? Click here to send us your comments Click here to see reader feedback

The change will be effective after a 90-day notice period, and will enable Seegrid to sell its full product line directly to customers across various industries.

“This move will allow us to sell and service the full Seegrid-branded product line across all market segments rather than serving a large portion of the market through Raymond,” said Joe Pajer, chief executive officer of Seegrid. “We are seeing more customers desire a direct relationship with Seegrid as we roll out our new lift truck products and release innovative technology enhancements across our product line.”

“We appreciate Raymond’s partnership in our earlier years,” Pajer added, saying. “At the same time, we have carefully studied our business relationship with Raymond and concluded that we are in a better position to deliver the benefits of our innovative technology to all customers if we do so directly and with Seegrid-branded products only. We are very excited to make our full product line available to all customers.

This go-to-market shift comes after a year of record end-user sales, driven by strong demand for Seegrid’s advanced autonomous lift trucks, the company said.

The move also follows Seegrid in September securing a $50 million Series D investment round, led by existing investors Giant Eagle Inc. and G2 Venture Partners, along with contributions from other shareholders.

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At the time, Seegrid said it planned to use the funding to accelerate market initiatives for its AMRs, including a coming new autonomous lift truck, which would put it in growing conflict with Raymond’s product line.

Seegrid’s product catalog includes AMR solutions for palletized material handling, such as its Lift CR1, Lift RS1, and Tow Tractor S7 models. The company’s shift in go-to-market strategy follows a year marked by record-breaking end-user sales, with particularly high demand for our advanced autonomous lift truck solutions, the company said.

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