Abstract: Merchandise protector apparatus in conjunction with a lift truck of the type having a horizontal ram is used to enter the core of a coil of steel or like material and move the coil. The apparatus includes a contact wall mounted generally vertically at a right angle to the ram near but in front of its base, such that the edge of the coil, which coil is not aligned with the ram, will first contact a surface pad on the contact wall. The contact wall is mounted with shock absorbers such as springs for absorbing energy of contact and telescoping mechanisms for allowing the contact wall to move rearward and a roller on the top surface of the ram which transfers vertical loading to the ram. The apparatus serves to prevent dents in the coil edges and turn the coil to align it with the ram.