Coates
Coates is an Australian equipment rental company founded in 1885, providing tools, machinery, and end-to-end rental solutions to construction, industrial, and commercial sectors. As a subsidiary of SGH Ltd, it serves projects nationwide with 1,001–5,000 employees.
- Company typePrivate
- Founded1885
- HeadquartersMascot, Australia
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Coates does
Coates, operating as Coates Equipment Rentals, is an Australian equipment rental company founded in 1885 and headquartered in Mascot. The company provides tools, machinery, and end-to-end rental solutions to the construction, industrial, and commercial sectors across Australia. With a workforce of 1,001–5,000 employees, Coates offers a unified portfolio of rental equipment addressing equipment access, operational efficiency, and ownership cost optimization for projects of varying duration.
As a subsidiary of SGH Ltd, an Australian diversified industrial conglomerate reporting AUD 5.4 billion in revenue, Coates is integrated with related businesses including WesTrac and Boral. This positions Coates within a broader industrial portfolio enabling comprehensive equipment solutions across the construction and industrial value chain. Coates' revenue model is based on equipment rental services, generating recurring subscription-style revenue from its rental fleet. Pricing is quotation-based and not publicly disclosed, consistent with B2B equipment rental industry norms. Customer segmentation is horizontal, targeting the construction and industrial sector for equipment rental, maintenance, and operational use cases.
In SGH Ltd's H1 2026 results, Coates was reported as facing headwinds alongside WesTrac, while other divisions such as Boral performed more strongly. Leadership consists of CEO Jeff Fraser, CFO and Executive Director Paul Brittain, and CIO Ruth Borgert. No specific founding history details, product-level technology disclosures, AI capabilities, or proprietary systems are available in the source material. The company's competitive positioning is supported by capital intensity from its parent conglomerate, nationwide Australian distribution, and a 140-year operating brand.
Coates firmographics
Firmographics- Name
- Coates
- Website
- https://www.coates.com.au/
- Company type
- Private
- Founded year
- 1885
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Coates is an Australian equipment rental company founded in 1885, providing tools, machinery, and end-to-end rental solutions to construction, industrial, and commercial sectors. As a subsidiary of SGH Ltd, it serves projects nationwide with 1,001–5,000 employees.
- Ownership category
- akta.pro rank
Coates industry classification
Industry- Product category
- Construction and Industrial Equipment Rental
- NAICS
- Commercial and Industrial Machinery and Equipment Rental and Leasing (5324), Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412)
- SIC
- Services-Equipment Rental & Leasing, Nec (7359)
- akta.pro primary industry
- Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF)
- akta.pro secondary industries
- Lifting & Hoisting Rental & Leasing (IMAHAJAN), Site Services & Temporary Infrastructure Rental/Leasing (Portable Toilets, Fencing, Storage Containers) (TLABAFAH)
Keywords
Where Coates is headquartered
LocationHeadquarters
- HQ city
- Mascot
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Coates business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Equipment Rental Services: Coates operates as an equipment rental company providing tools and end-to-end rental solutions. Revenue is generated through rental of construction and industrial equipment. According to SGH Ltd's H1 2026 earnings, Coates faced headwinds alongside WesTrac, indicating revenue contribution to the parent company's diversified industrial portfolio.
Coates product offering
Product offeringCore offering
Coates operates as an equipment hire company, providing tools, machinery, and end-to-end rental solutions for construction, industrial, and commercial applications across Australia. The business rents equipment on a short- and long-term basis, allowing customers to access specialized machinery without the capital outlay of ownership. Operations are conducted under the Coates Equipment Rentals brand and are integrated with parent company SGH Ltd's diversified industrial portfolio.
Product overview
Coates is an equipment rental company offering a unified portfolio of rental equipment, tools, and end-to-end solutions for the construction, industrial, and commercial sectors. The company provides rental services under the Coates Equipment Rentals brand, serving customers across Australia with a range of tools and equipment solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- Coates Equipment Rentals Rental services providing tools, machinery, and end-to-end equipment rental solutions for construction, industrial, and commercial applications across Australia. Customers hire equipment on a short- or long-term basis instead of purchasing it outright.
Companies that use Coates
Customer profileSegments1 record
Ideal customer profiles1 record
Coates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Coates partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights2 records
Coates competitors and assessment
Company assessmentRegional players
- Boom Logistics: ASX-listed Australian lifting, crane, and access equipment provider. Comparable regional footprint and overlapping fleet categories (lifting, hoisting, access equipment) within the Australian rental market.
Direct peers
- Kennards Hire: Australia's largest privately-held equipment rental company, offering a broad range of construction, industrial, and DIY equipment on short- and long-term rentals. Directly competes with Coates across nearly every customer segment and equipment category in the Australian market.
- H&E Equipment Services: US equipment rental company focused on construction and industrial equipment, including aerial work platforms, material handling, and earthmoving. Closely aligned fleet mix and customer base to Coates' core offerings.
- Herc Holdings: US-based full-line equipment rental company serving industrial, infrastructure, and commercial customers with a fleet profile similar to Coates. Comparable customer mix and recurring rental model make it a direct read-across for utilization and pricing trends.
Broad incumbents
- Caterpillar (CAT Financial / Cat Rental): OEM of heavy construction equipment with a global Cat Rental Store network. Sister company WesTrac is a CAT dealer; relevant as a fleet supplier, vertical competitor, and global comp for end-market construction equipment demand.
- Ashtead Group (Sunbelt Rentals): UK-listed global equipment rental operator with Sunbelt Rentals in North America and Sunbelt Rentals UK/Europe. Comparable business model, capital structure, and exposure to general construction/industrial end markets — the most relevant global comp for Coates' parent-level analysis.
- United Rentals: The world's largest equipment rental company, providing a broad portfolio of construction and industrial equipment on rental to a similar customer base. While primarily North American, it serves as the global benchmark for fleet scale, utilization, and pricing dynamics applicable to Coates.
Emerging players
- Aggreko: Global specialist in temporary power, temperature control, and industrial rental solutions. Overlaps with Coates in industrial end markets and project-based rental demand, though focused on a narrower equipment category.
- Boart Longyear: Provider of drilling equipment and services for mining and exploration. Partial overlap in serving resources-sector customers that also rent construction/industrial equipment from Coates.
Others
- Wacker Neuson: Global manufacturer of compact and light construction equipment with growing rental and dealer rental channels. Comparable in serving small-to-mid construction contractors with a focused equipment line.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Coates social profiles
Digital presenceCoates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Coates leadership team
Management profileNumber of profiles
Profiles3 records
Coates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Coates M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Coates
What does Coates do?
Coates operates as an equipment hire company, providing tools, machinery, and end-to-end rental solutions for construction, industrial, and commercial applications across Australia. The business rents equipment on a short- and long-term basis, allowing customers to access specialized machinery without the capital outlay of ownership. Operations are conducted under the Coates Equipment Rentals brand and are integrated with parent company SGH Ltd's diversified industrial portfolio.
Is Coates a public or private company?
Coates is a private company. It is classified as corporate owned and is currently operating.
When was Coates founded?
Coates was founded in 1885. It employs 1,001 to 5,000 people.
Where is Coates based?
Coates is headquartered in Mascot, Australia, in the Oceania region.
How does Coates make money?
One revenue line is on record: equipment Rental Services.
Who are Coates's main competitors?
Boom Logistics is listed as a regional player. Direct peers are Kennards Hire, H&E Equipment Services and Herc Holdings. Broad incumbents are Caterpillar (CAT Financial / Cat Rental), Ashtead Group (Sunbelt Rentals) and United Rentals. Emerging players are Aggreko and Boart Longyear. Wacker Neuson is listed as an others.
Does Coates have an API?
No public API is recorded for Coates.
What industry is Coates in?
Coates's product category is Construction and Industrial Equipment Rental. Its primary akta.pro industry code is TLABAFAF, Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks), with a secondary code of IMAHAJAN, Lifting & Hoisting Rental & Leasing. Its NAICS code is 5324 and its SIC code is 7359.