North American Rentals celebrates anniversary

Rockford, IL-based North American Rentals is celebrating its 25th year in business. Founded in 1990 by Aaron Silverman, David Cooper and Joe Geraghty, the company is still owned by Silverman and Geraghty, two veterans in the industry with more than 65 years of experience combined.

When created, North American Rentals (NAR), was one of the first rental companies dedicated to the wholesale aerial work platform business in the U.S. and Canada.

The wholesale rental concept was, "Equipment dealers and rental houses usually had a ceiling on how much capital was available to them," according to NAR. "When it came to choosing between inventorying one JLG 110HX - in 1990, it was tallest boom on the market that was drivable at full height - at a cost of $180,000 or approximately 20 20-foot scissors for the same money, they usually opted for the scissors."

According to NAR, this left a void for many dealer/rental houses to be able to supply their customers with large boom lifts. Thus, North American Rentals focused on re-renting larger boom lifts.

Today, NAR still focuses on large booms and also offers customers units starting at reaches of 40 feet and up.