06.01.2026 / 4 minute read

Inside the design – How we engineered the most economical goods lift of the market

At Advanced Handling, not every customer requires a fully bespoke lifting solution. Many businesses, simply just need something that’s safe, reliable and most importantly efficient within budget. That’s where the Reach Essential was developed.

Our Mission – To design the most economical goods lift on the market without compromising on safety or quality.

Here’s how we made it happen:

What’s the market missing?

In today’s market, not every customer needs a fully bespoke lift solution, however they do still expect quality, safety and reliability. Many existing options lead to complex custom-built lifts that come with high costs and long lead times. The gap between custom-built and cost effective is exactly where the Reach Essential fits in – a goods lift that is practical, efficient and affordable.

Through smart innovation, the Reach Essential combines intelligent design, efficient engineering and streamlined manufacturing to create a lift that delivers genuine value without excess. It proves that being economical isn’t about doing less, it’s about a process that focuses on innovation that adds value rather than cost.
The design process

The Reach Essential was developed with a clear goal: to create a goods lift that delivers maximum value with minimum complexity. The development process began by identifying the core principles that would guide its design, and three priorities stood out above all else – reliability, affordability, and sustainability.

These values became the foundation of the project, with safety remaining a non-negotiable element in every decision. The team took a reversed engineering approach that focused on smart design, efficient use of materials and a streamlined manufacturing process.

The Reach Essential came to life through a cross-company collaboration that brought together designers, fabricators, installation teams, sales, and finance. Each department contributed unique expertise, ensuring that from initial concept to delivery, was guided by real-world insight and operational efficiency.

“By involving all departments early in the process, we were able to streamline development, reduce costs, and ensure the final product aligned with both customer expectations and internal capabilities.” – Mark Rice, Head of Technical

Sustainability played a significant role throughout the design phase. Every decision was made with a commitment to reduce material usage without compromising structural integrity. Components were carefully selected to be both durable and recyclable, ensuring the Reach Essential supports long-term environmental responsibility.

The Reach Essential’s modular design simplifies both installation and maintenance whilst also minimising waste during production and transport.

The result? A goods lift that is economical, robust, easy to install, and engineered to meet customer demands and built to perform with long-lasting reliability.
The Reach Essential redefines what it means to be economical in the lifting industry — proving that simplicity and performance can go together. Designed with collaboration, innovation, and sustainability at its core, it represents a smarter, more efficient future for goods handling.

Get in touch with us today to discuss your and requirements.

📞 Call us on 01778 345365 or email us sales@advancedhandling.co.uk