Hire Station’s erento success boosts ’white label’ strategy

UK equipment rental company Hire Station is using the growth of its online rental business with erento to help it establish its ‘white label' rental activities through the websites of major UK retail and online brands.

The online rental portal is now generating more than 500 new customers a month for Hire Station and revenues are exceeding its targets.

"The exceptional performance of erento has helped us to develop backing for ecommerce within Hire Station and to build white-label partnerships with retailers and merchants", said Mark Moody, Hire Station's virtual hire director.

Hire Station's rental partners now include Homebase, Wyevale Garden Centres, City Electrical Factors, QD Stores and Crown Decorating Centres.

Hire Station was one of the first UK rental companies to sign up to the erento portal and its success has led the company to increase its investment in the site by adding additional locations and equipment.

"In the early days, erento was viewed with some skepticism - when it launched in the UK it had a lot to prove," said Mr Moody, "We had seen other online hire sites come and go and we didn't expect it to deliver anywhere near the level of customers and revenue it has."

"Online hire doesn't need to be complicated and hire companies should consider it as just another sales channel", said Mr Moody, "By working with experienced ecommerce partners that understand how to generate online traffic and convert potential customers into revenue, hire companies can exploit the massive opportunity in online hire.

Hire Station, which is part of the Vp group of rental businesses, decided in 2007 to diversify beyond its core construction industry business into consumer and small business tool and equipment hire. One part of the strategy was to create a white-label service to rent tools through the outlets and websites of major retail, merchant and online brands.