Altra Rental & Supply

What Altra Rental & Supply does

Altra Rental & Supply, Inc. is a privately-held, single-location construction equipment rental and supply superstore headquartered in Ontario, New York, operating since approximately 1998. The company rents a broad catalog of construction equipment — breakers, chippers, compressors, compaction equipment, concrete mixers and saws, generators, heaters, lifts, skid steers, excavators, and scaffolding — and complements the rental fleet with retail sales of construction tools, consumables (concrete chemicals, fasteners, trench drains), lawn and garden equipment, and a dedicated Boot Lodge apparel section carrying work boots, safety gear, and hi-vis clothing. A parts and service department provides sharpening, saw service, and equipment repair across major brands (Husqvarna, Stihl, Honda, DeWalt, Bosch, Wacker).

The business model spans three revenue streams: usage-based equipment rentals (4-hour, 24-hour, weekend, weekly, and 4-week periods), one-time retail product sales, and professional service work. Go-to-market is a hybrid of a walk-in retail storefront (open Mon-Fri 7am-5pm, Sat 8am-12pm), an e-commerce website with a rental request form, and direct municipal sales across five counties in the Rochester, NY metropolitan area (Wayne, Monroe, Ontario, Orleans, and Livingston). Customer segments include professional contractors and municipalities as primary buyers, with DIY homeowners and individual tradespeople as secondary demand. Marketing is largely local, relying on Google Business reviews, word-of-mouth, and direct community engagement.

Operationally, the company is owner-led (Jim Pedulla is identified as owner), employs 11-50 people, and American Rental Association (ARA) certified. A recently completed 14,000+ sq ft facility expansion added capacity for sales, retail, supplies, and a service/repair center. The company has publicly stated plans for satellite locations and mobile support vans to extend geographic reach. No external funding, subsidiaries, public filings, or AI/technology platform are disclosed.

Name

Altra Rental & Supply

Legal name

ALTRA RENTAL & SUPPLY, INC.

Website

https://altrarental.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Altra Rental & Supply is a privately-held, single-location construction equipment rental and supply superstore in Ontario, NY, serving contractors, municipalities, and DIY customers across five Rochester-area counties with rentals, retail, and service.

Ownership category

akta.pro rank

Product category

Construction Equipment Rental

NAICS

Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241), General Rental Centers (5323)

SIC

Services-Equipment Rental & Leasing, Nec (7359)

akta.pro primary industry

Industrial Power & Energy Equipment Rental/Leasing (Generators, Light Towers, Compressors) (TLABAFAG)

akta.pro secondary industries

Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF), Surface Preparation & Compaction Equipment Rental/Leasing (Compactors, Rollers, Grinders) (TLABAFAJ), Lifting & Hoisting Rental & Leasing (IMAHAJAN)

Keywords

• Construction equipment rental
• Tools and supplies
• Work apparel footwear
• Equipment repair services
• Lawn garden equipment

Headquarters

HQ city

Ontario

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rentals: Rental of construction equipment and tools including breakers, compressors, concrete equipment, earthmoving machinery, power tools, generators, and more. Rental periods include 4 hours (same day), 24 hours, weekend (Friday afternoon - Monday 8am), week (7 days), and 4 weeks (28 days).
2. Product Sales: Retail sales of construction supplies, tools, equipment, lawn & garden products, safety gear, work boots, apparel, and footwear. Also sells parts for equipment repair.
3. Service & Repair: Parts service center providing sharpening, chain/blade/saw service, and equipment repair services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Altra Rental & Supply is a construction equipment rental and supply superstore in Ontario, NY that rents construction equipment and tools (breakers, compressors, compaction, concrete mixers, saws, generators, lifts, skid steers, excavators) on short-term bases (4-hour, 24-hour, weekend, weekly, 4-week) and sells construction tools, supplies, lawn and garden equipment, and work apparel/footwear. The company also operates an in-house parts and repair service center covering brands such as Stihl, Husqvarna, DeWalt, Bosch, Honda, and Wacker.

Product overview

Altra Rental & Supply is a construction equipment rental and supply superstore offering a unified platform of rental services, equipment sales, construction supplies, and work apparel. The core offering centers on equipment rental (breakers, chippers, compressors, concrete mixers, saws, generators, lifts, skid steers) complemented by direct equipment sales, construction supplies (concrete chemicals, fasteners, safety gear, trench drains), lawn/garden equipment, and a Boot Lodge apparel section. Additional services include parts/repair, used equipment sales, and gift certificates, all serving contractors and DIY customers in the Rochester, NY area.

Differentiator

Problem solved

Functional benefit

Brands

• Altra's Boot Lodge: Work boot and apparel section of the store featuring footwear, work apparel, and personal care products.

Products and services

• Equipment Rental Short-term rental of construction equipment including breakers, chippers, rock drills, compressors, compaction equipment (tampers, rollers), concrete mixers, saws, drills, nailers, generators, heaters, pressure washers, skid steers, excavators, lifts, and scaffolding for contractors, municipalities, and DIY customers.
• Equipment and Tools Sales Direct purchase of construction tools and equipment including breakers, chippers, air tools, compressors, compaction equipment, concrete tools, grinders, saws, generators, heaters, drills, nailers, and earth-moving equipment for contractors and individual buyers.
• Construction Supplies Concrete consumables and chemicals (sealers, adhesives, stamps, colors), fasteners (concrete anchors, screws, nuts/bolts), trench drain systems, safety equipment, truck/trailer supplies, and general job-site consumables for contractors and tradespeople.
• Lawn and Garden Equipment Battery-powered lawn and garden tools, chainsaws, leaf blowers, trimmers, pruners, aerators, tillers, snow blowers, wood splitters, and Weber BBQ grills available for sale and rent to homeowners and contractors.
• Apparel and Footwear (Boot Lodge) Work boots, safety footwear, and apparel including Hi-Viz clothing, gloves, hardhats, and personal care items from brands such as Carolina, Rocky, Helly Hansen, Ariat, and Reebok, targeted at construction workers and tradespeople.
• Parts and Service Replacement parts for major equipment brands and sharpening services for chainsaws and blades, with an extensive parts catalog covering equipment from manufacturers including Husqvarna, Stihl, Honda, DeWalt, Bosch, and Wacker for existing rental and retail customers.
• Used Equipment Pre-owned construction equipment available for purchase through EquipmentTrader.com dealer listings operated by Altra Rental & Supply.
• Party Supplies Rental Rental of party equipment including tables, chairs, coffee pots, and chafing dishes for events and gatherings.
• Gift Certificates Gift certificates available for purchase for construction equipment and supplies.

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• American Rental Association (ARA)coreChannel Partner/ Reseller/ DistributorAltra Rental and Supply is a member of the American Rental Association. As a member, they receive the most up-to-date training and education available in the industry, ensuring staff knowledge and service quality standards.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• BrandSafway: Provider of specialized access, scaffolding, and lifting/hoisting equipment with rental and service offerings. Relevant to Altra because scaffolding and lift rentals are part of Altra's catalog, and BrandSafway represents a more specialized, scale-advantaged counterpart in that sub-segment.

Broad incumbents

• H&E Equipment Services: Full-service equipment rental and sales provider serving construction, industrial, and infrastructure customers. Comparable in product mix (rental + sales + parts/service + used equipment) to Altra but operates a much larger branch network and fleet.
• Ahern Rentals: Privately held, family-owned equipment rental company with a strong fleet and multi-regional presence. Comparable to Altra in being a non-public, owner-influenced rental operator but at substantially larger scale and broader geographic footprint.
• United Rentals: Largest equipment rental company in North America with a broad fleet including aerial, earthmoving, material handling, power & HVAC, and tools. Competes directly with Altra in the Rochester-area construction equipment rental market but at vastly greater scale and fleet breadth, and serves national/enterprise accounts Altra cannot.
• Ashtead Group: UK-listed parent of Sunbelt Rentals and a major North American equipment rental player. Relevant to Altra as the corporate parent of one of its most significant competitive threats, with publicly visible financial and operational benchmarks for the rental industry.
• Herc Holdings: Full-line equipment rental provider serving commercial, industrial, and infrastructure customers across North America. Comparable to Altra in core general-rental offering (earthmoving, aerial, material handling, power) but operates at significantly larger scale with national footprint.
• Home Depot Tool Rental: Offers short-term tool and equipment rental at retail locations including the Rochester market. Competes with Altra specifically for DIY/homeowner tool rentals (saws, drills, concrete mixers, pressure washers), though lacks the contractor-grade fleet and municipal relationships Altra serves.
• Sunbelt Rentals: Second-largest North American equipment rental provider with full-line general rental plus specialty divisions. Operates in the Northeast US and competes with Altra for mid-market and municipal accounts, while offering a digital platform and fleet scale that Altra cannot match.
• Lowe's Tool Rental: Big-box retailer offering short-term equipment and tool rentals including earthmoving mini-excavators and skid steers. Comparable to Altra's DIY/homeowner rental and some contractor light-equipment offerings, though limited to consumer-grade and short-duration rentals.

Direct peers

• Monroe Rental Center: Independent equipment rental business serving the Rochester, NY metro area with a similar mix of construction equipment rentals, contractor supplies, and DIY offerings. Most direct local competitor to Altra in the same geography and customer segments.

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/altra-rental-and-supply

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Altra Rental & Supply