Jaston rebrands as Workx
07 March 2008
The acquisitive Netherlands rental company, Jaston Groep, re-branded all its rental divisions under the single Workx name on 1 January. The name change is part of an ambitious growth strategy at the company, which is backed by Netherlands private equity company H2 Equity Partners.
Jaston has been expanding dramatically in the last year, with recent acquisitions including HuurCenter (with 12 depots) and Cramo Nederland (10 depots), but will now operate under a single name throughout the Netherlands. Existing Jaston Groep brands such as PR Verhuur, Cramo Nederland, AA Verhuurcentrale, Jaston Steigerbouw and Hi-Reach will eventually disappear.
Arno de Nooij, the ex-Cramo Nederland managing director, is now managing director of Jaston's general rental division, while Jaston founder Arjan Jansen heads up the specialist divisions such as scaffolding, access, temperature control, portable toilets and hoists. (See also World Rental Report, page 27.)