Abstract In an attempt to find the most cost effective design of a multipurpose hoisting device that can be easily mounted on and removed from a regular farm vehicle, cost optimisation including both material and manufacturing expenditure, is performed on the main frame supporting the device. The optimisation is constrained by local and global buckling and fatigue conditions. Implementation of Snyman’s gradient-based LFOPC optimisation algorithm to the continuous optimisation problem, results in the economic determination of an unambiguous continuous solution, which is then utilised as the starting point for a neighbourhood search within the discrete set of profiles available, to attain the discrete optimum. This optimum is further investigated for a different steel grade and for the manufacturing and material cost pertaining to different countries. The effect of variations in the formulation of the objective function for optimisation is also investigated. The results indicate that considerable cost benefits can be obtained by optimisation, that costing in different countries do not necessarily result in the same most cost effective design, and that accurate formulation of the objective function, i.e. realistic mathematical modelling, is of utmost importance in obtaining the intended design optimum.