CRESCO EQUIPMENT RENTALS (Norcal Rental Group) - CAT Rental Store

Name

CRESCO EQUIPMENT RENTALS (Norcal Rental Group) - CAT Rental Store

Legal name

NorCal Rental Group, LLC

Website

https://crescorent.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Livermore

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Infrastructure, Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Equipment Rental: Time-based rental of construction, industrial, and commercial equipment with daily, weekly, and monthly billing cycles. Includes delivery and pickup services.
2. Used Equipment Sales: Sale of used rental equipment through their online search platform.
3. Parts Sales: Sale of equipment parts and portable generators to support customer equipment needs.
4. Specialty Equipment: Sales of Cushman carts and specialty items through dedicated divisions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Cresco Equipment Rentals operates as an authorized CAT Rental Store providing time-based rental of construction, industrial, and commercial equipment through 19 branch locations across Northern California. The company rents thousands of pieces of equipment — including excavators, bulldozers, loaders, aerial lifts, generators, and specialty tools — under daily, weekly, and monthly billing cycles, supported by delivery, parts, and used equipment sales.

Product overview

Cresco Equipment Rentals is an equipment rental company operating as part of NorCal Rental Group and as an authorized CAT Rental Store. The company offers a comprehensive equipment rental fleet through multiple specialized divisions: Cresco Equipment Rentals (core general rentals), Cresco Heavy Rents (CAT heavy machinery), Cresco Xpress (DIY tools and equipment), Cresco Production Express (event and production equipment), and Cresco Facility Services (aerial and surface equipment). The product portfolio includes construction equipment (excavators, loaders, dozers, compaction equipment), aerial lifts (boom lifts, scissor lifts), material handling (forklifts, telehandlers), power equipment (generators, light towers), and specialty items (FODS track-out mats, portable generators, Cushman carts). The company also sells used equipment and parts. With 19 locations throughout Northern California, the company serves contractors, industrial companies, homeowners, and event production businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• Cresco Equipment Rentals (General Equipment Rental) Comprehensive general equipment rental services offering thousands of pieces of construction machinery, aerial lifts, earthmoving equipment, and tools for contractors, homeowners, and industrial applications on daily, weekly, and monthly billing cycles with delivery and pickup.
• CAT Rental Store / Cresco Heavy Rents Authorized Caterpillar Rental Store division specializing in large construction machinery — bulldozers (e.g., CAT D10T Tractor), excavators (CAT 320/323), wheel loaders, and backhoes — for contractors across Northern California.
• Cresco Xpress (DIY Tool & Equipment Rental) Northern California's DIY headquarters offering name-brand tools and equipment for projects of all sizes, with patient, knowledgeable staff to assist homeowners and DIY enthusiasts.
• Cresco Production Express Specialized rental division providing equipment and staff for film, television, and major events — including generators, lighting, utility carts, aerial lifts, and climate control equipment with delivery, setup, and on-site mechanic support.
• Cresco Facility Services Bay Area division providing aerial equipment, surface cleaning and prep machines for facility maintenance customers, serving both rental and purchase needs.
• Used Equipment Sales Sale of pre-owned equipment sourced from Cresco's rental fleet through an online search platform allowing customers to browse and purchase used rental equipment.
• Equipment Parts Sales Sale of equipment parts through Cresco's parts division, supported by the Martinez Product Support Center for parts distribution and warehouse operations.
• Portable Generators Portable power generation equipment available for rent to deliver on-demand electricity for jobsites, events, and emergency applications.
• FODS Track-Out Mats FODS track-out control mats (7x12 size) for managing dirt and debris at construction worksites, available for both rent and purchase.
• Cushman Carts (NorCal Cart Center) Golf carts and utility vehicles from Cushman available for sale and rent through the dedicated NorCal Cart Center website, operating as a specialty channel partner line.

Quantifiable outcome

• Zero reservation fees - no additional costs to reserve equipment
• +1 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Caterpillar Inc. (CAT)coreChannel Partner/ Reseller/ DistributorCresco is an official CAT Rental Store, offering Caterpillar equipment for rent through their branch locations. This partnership provides brand credibility and access to CAT's full line of construction equipment including excavators, bulldozers, backhoes, skid steers, and wheel loaders. Cresco Heavy Rents division focuses specifically on CAT equipment rentals. Customers are directed to Cresco through CAT's rental platform (rent.cat.com).
• Peterson CATcoreChannel Partner/ Reseller/ DistributorPeterson CAT is a CAT equipment dealer partner referenced in Cresco's footer as part of their partner ecosystem. The relationship involves CAT equipment sales and service support.
• CushmanminorChannel Partner/ Reseller/ DistributorCushman is a manufacturer of utility vehicles and golf carts. Cresco has a dedicated NorCal Cart Center website (norcalcartcenter.com) for Cushman cart sales and rentals, operating as a channel partner for this specialty equipment line.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sunbelt Rentals: Second-largest equipment rental company in North America offering aerial, earthmoving, and industrial equipment plus specialty divisions (climate, power, pump). Closely comparable to Cresco's multi-division model and core construction/industrial customer base.
• United Rentals: Largest equipment rental company in North America with a full fleet of aerial, earthmoving, material handling, and specialty equipment. Directly comparable to Cresco on core product (construction/industrial equipment rental) and customer base (general contractors, industrial operators), though at vastly greater scale.
• H&E Equipment Services: Public equipment rental company serving construction and industrial customers with aerial, earthmoving, and material handling fleets. Comparable to Cresco on product line, customer profile, and contractor-centric GTM.
• Ahern Rentals: Privately held, family-owned equipment rental company operating across the western US with a broad fleet of construction and industrial equipment. Most direct scale-comparable peer to Cresco as an independent regional rental operator with similar customer mix.
• Herc Rentals: Public equipment rental company focused on heavy construction and industrial equipment with significant California presence. Directly comparable fleet mix (excavators, aerial, material handling) and customer overlap with Cresco's contractor base.
• NES Rentals / NITCO: Equipment rental company serving industrial and commercial customers with aerial, earthmoving, and material handling fleets. Comparable mid-market peer to Cresco on product mix and contractor/industrial customer base.

Emerging players

• EquipmentShare: Tech-enabled equipment rental platform offering telematics-integrated fleet management and digital reservations to contractors. Comparable to Cresco on core rental product and contractor customers, but with a differentiated digital/connected-fleet value proposition.

Broad incumbents

• Home Depot Tool Rental: National home-improvement retailer with in-store and online tool/equipment rental serving DIY and small-contractor customers. Comparable to Cresco's Xpress DIY division on customer segment and small-equipment rental use cases.
• Caterpillar (CAT Rental Network): OEM that operates its own CAT Rental Store network and refers customers through rent.cat.com to authorized dealers like Cresco. Comparable as both a supplier and an indirect competitor (CAT direct stores) overlapping with Cresco's heavy-equipment rental offerings.

Regional players

• Quinn Company: CAT dealer and equipment rental provider serving Central and Southern California with construction equipment. Comparable as a fellow CAT-affiliated California rental operator competing for overlapping California contractor customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/crescorent
• LinkedInlinkedin.com/company/cresco-equipment-rentals

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CRESCO EQUIPMENT RENTALS (Norcal Rental Group) - CAT Rental Store