EXECUTIVE REPORT
Ace in the pack
Business is booming for Rugeley-based independent hirer Ace Line Plant, which recently expanded into larger premises. Alan Guthrie reports.
Like many successful hire businesses, Ace Line Plant’s origins lie in its founder’s sheer enthusiasm for machinery and equipment. “As a kid I was always tinkering with things, and even made my own pushbikes,” said MD Andy Earll. “I left school and trained as a plant mechanic for a large building contractor based in Cannock. I later ran its plant depot in Lichfield, with responsibility for hiring in the company’s equipment needs. This gave me experience of a wide variety of kit, from power tools and hoists, to mini excavators and site cabins, which I found fascinating.
equipment from our premises at 4am before travelling to site.” Having more yard space at its disposal, Ace Line Plant was able to introduce larger equipment like mini excavators. “I bought my first mini at an auction - a JCB 801 that was literally in pieces,” said Andy, “but I knew I could rebuild it. We now have 12 machines of up to 3 tonne, mostly JCBs, but we also have Kubota models. The fleet also includes Wacker Neuson and Thwaites dumpers.”
The logistical challenges of having several premises became more testing, and a large site was bought on a small trading estate in Rugeley, in August 2010, eventually opening for business last July. Andy describes Ace Line Plant’s diverse fleet as “offering everything from a drill bit to a digger. Key suppliers include Euro Towers, who supply our mobile aluminium tower, and we have just bought more of its Klik Fold low level access units. We offer generators from 3-20kVA including GenSet and Stephill machines, and we recently ordered ten new Elite heaters from the Hire Supply Company.
Andy & Clare Earll formed Ace Line Plant in 1997.
“I had often thought about running my own hire operation and in 1997, after being with them for 23 years, I decided to take the plunge. I bought an off-the-shelf limited company which happened to have ‘Ace’ in its title, and that was a good omen since it represented the initials of me and my wife Clare, who is Company Secretary.”
The business was started in a small rented shop in Rugeley. This was eventually bought, together with the building next door, and knocked through to create larger premises. In 2001 a vacant property nearby with an acre of grounds was bought to give much needed additional yard and storage space.
“We built up a basic fleet of tools and equipment, such as Stihl cut-off saws, Wacker plates and Makita hammers, targeting small contractors and tradesmen. I was able to repair equipment, and we won a contract to maintain a large contractor’s sizeable cut-off saw fleet. It was demanding, as their staff frequently wanted to collect
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“We did excellent business supplying heaters during the extreme winter last year, and our Obart submersible pumps were in demand for dealing with flooding caused by burst pipes. We bought more from Obart at the Executive Hire Show, along with Dustcontrol AirCube air cleaners, since workplace dust is definitely becoming a more important issue for contractors. I am always looking for new opportunities and if someone wants something we do not have, then we will juat go ahead and get it.
“We have a loyal
customer base, and they choose us because of the quality of our service and our willingness to source whatever they need. There are several large local manufacturers who come to us for regular supplies of items like PPE, hand tools and lubricants because we know good suppliers and can deliver items more quickly than if they sourced them themselves. We will also
The fleet includes mini excavators up to 3 tonne.
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