An apparatus for lifting a roll of previously wound material and for unwinding the material from the roll is disclosed. The apparatus includes a hollow column around which a lift arm assembly is moved from a load position to an unwind position. A lifting mechanism for lifting the roll after it is loaded at the load position is also provided. A plurality of lift arm assemblies can be provided so that a stand-by roll can be loaded onto the apparatus to be quickly rotated into an unwinding position. The lift arm assembly supports the roll without the use of a shaft through the core of the roll. A drive motor is provided which includes a splined shaft for engaging the roll and turning the roll to unwind the material therefrom.
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