EXECUTIVE REPORT
Boels builds UK business
The Netherlands based hire group, Boels Rental, is looking to consolidate and grow its operation in this country. Alan Guthrie talks to its new UK Managing Director.
Asif Latief wants “to build a culture where our people can thrive”.
EHN caught up with Asif Latief, the Managing Director of Boels Rental’s UK operation, when he was in his seventh week after joining the business on 2 January. He was already more than halfway through one of his first priorities, namely visiting all the approximately 350 staff throughout
the hirer’s 33-strong tool and equipment depot network and at its nine specialist Survey & Laser locations. It shows the importance that he places on people and team-building.
“We want to be the best at what we do, offering the right equipment at the right price, getting it to the right place at the right time, and giving added value with the right advice,” he said. “You can’t do that without the right people. We already have a great team and we want to build a culture where our people can thrive in a spirit of empowerment, encouragement and entrepreneurialism.”
Asif joined Boels Rental after spending nearly 18 years with A-Plant, the UK arm of Ashtead Group plc, where he was Marketing Director. He held several senior management positions with them, and over this time had responsibility for a number of areas including business development, pricing, tendering and managing the strategic accounts sales team. In addition, having been on the Board, he had a contribution into
the wider areas of the business such as Health & Safety, training, HR, transport and IT.
Acquisitions
Asif has taken over the responsibilities of Chris Haycocks, who left Boels Rental UK at the end of January together with Scott Mulley. Both had previously worked with Supply UK Hire Shops, which Boels acquired in 2017, and the following year they also managed the acquisitions of Already Hire, serving parts of Greater London, and Swindon-based Artisan Hire Centres and Survey & Safety. The plan now is to fully integrate the businesses and to consolidate them within the Boels Rental operation, which now spans 17 countries following the purchase last month of the Finnish Cramo hire organisation, serving Scandinavia and Central Europe.
“We want to be a key player in the UK rental market, not necessarily the biggest but the best serving our particular sector, namely tools, equipment and small plant,” said Asif. “I first met Pierre Boels [CEO of Boels Rental] several years ago and I was immediately struck by his entrepreneurial vision and enthusiasm. Being family-run, the business has a number of values that resonate with me, particularly its focus on developing its people and instilling a sense of fun.”
The business currently has 33 tool and equipment hire depots. 20
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