Cooper Equipment Rentals Acquires Alberta’s Action Equipment Rentals
Cooper Equipment Rentals Limited, the leading Canadian-owned and operated construction equipment rental company, has acquired 100 percent of the shares of Red Deer, Alberta-based Action Equipment Rentals Inc.
Action was formed in 1991 by Reginald Bloomfield and his father Ray Bloomfield in Sundre, Alberta, to serve the Central Alberta market. The company opened a second location in Red Deer about a year later. In 2015, Action consolidated operations in Red Deer, and under the leadership of general manager Gabriel Castella-Chin embarked on an ambitious plan to renew the rental fleet and grow the company’s market share. Action’s focus has always been to “put customers first,” which aligns perfectly with Cooper’s core values.
“Joining a Canadian-owned company with an excellent reputation was important in our decision to join the Cooper family,” said Castella-Chin. “We are looking forward to continuing to serve Central Alberta with the benefits and resources that allow us to expand our presence and continually improve our already excellent service.”
“Action’s prime location and facility in Red Deer intensifies our coverage in the important Alberta market and their strong presence in Alberta enhances our ability to serve customers better in Western Canada,” said Lee Briscoe, regional manager, Cooper Equipment Rentals.
“I was once told that if you build it, they will come,” said Reginald Bloomfield, founder, Action Rentals. “That was our charge for Action Rentals from the start, and this is the next natural step going forward. Cooper will take what we built and continue to build so they will come. And if we treat them right, they will stay.”
Action joins Cooper as the Red Deer branch and will continue to be led by Gabriel Castella-Chin, supported by a team of experienced, loyal, and dedicated Action employees.
“Action has built a fine business with a reputation for quality and integrity in the construction equipment industry, and we are proud to welcome them into the Cooper family as we continue to grow our company across Canada,” said Doug Dougherty, CEO, Cooper Equipment Rentals.
Established in 1972, Cooper Equipment Rentals Limited is a full-service construction equipment rental company, servicing contractors across Canada. With more than 75 branches in six provinces, Cooper specializes in the rental of compact, aerial, heavy construction, pump and power, and trench safety equipment, while providing a wide range of supplies.
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.