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Morbark LLC Selects GenAlpha’s Equip360 Digital Platform

Morbark will launch Equip360 to provide their dealer partners with an enhanced digital experience for identifying and purchasing parts, accessories and support warranty claim management.

Brookfield, WI— Morbark is an innovative manufacturer that has been creating durable, high-performance equipment for over 60 years. Implementing Equip360 will give them additional tools to speed the delivery of information to their hard-working dealer partners. They’ve been successful by emphasizing reliable, high-quality equipment for their customers, and now they will have the option of a world-class digital experience as well. The new digital offering will help Morbark continue to grow and streamline its parts and equipment sales.

“At Morbark, we are always looking to innovate and provide the best possible experience for our dealers and end customers. That’s why we decided to implement Equip360 so we can better serve them and continue the phenomenal growth we’ve had for the past 60 years. It also helps to be working with a company like GenAlpha that truly understands the unique needs we have as a manufacturer and is always there to help meet them,” said Brad Boehler, President of Morbark LLC.

“We’re excited for the opportunity to form a long-lasting relationship with Morbark and to assist them with achieving optimal growth with our Equip360 platform. The Morbark dealer and customer service teams should see increased efficiencies with our fast, effective, and easy-to-use part selection and purchasing solution. We value Morbark’s decision to continue to innovate, and we look forward to our joint efforts with them on this initiative,” commented Kristina Harrington, President and COO of GenAlpha Technologies.

About GenAlpha Technologies

GenAlpha Technologies partners with original equipment manufacturers and aftermarket organizations to support their digital commerce journey. GenAlpha offers so much more than an eCommerce solution, with digital 2D and 3D bills of materials catalogs, RMA, Warranty, and Product Configurator tools, Equip360 is a complete solution for supporting all aspects of equipment support and maintenance.

About Morbark LLC

An Alamo Group Inc. (NYSE: ALG) holding, Morbark, LLC, has innovated and manufactured durable, high-performance equipment for more than 60 years. Morbark’s equipment helps customers process and convert wood and organic waste materials into sellable end products. The Company produces a full line of brush chippers, stump cutters, mini skid steers and articulated wheel loaders, forestry mulchers, whole tree and biomass chippers, flails, horizontal and tub grinders, sawmill equipment, material handling systems, and mulcher attachments for excavators and skid steers under the Morbark, Rayco, Denis Cimaf, and Boxer Equipment brands. Sales and aftermarket support is through a worldwide, authorized dealer network. For more information, please visit


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