Sørby Utleie

What Sørby Utleie does

Sørby Utleie AS is a privately held Norwegian construction equipment rental company founded in 2005 and headquartered in Tomter, with a second branch in Spydeberg. The company rents a diversified fleet of construction, lifting, and material handling equipment — including excavators (up to 25 tons, with electric variants such as the Volvo JEC230 FL 25-ton 450 kWh), wheel loaders (including the electric Volvo JL25H), forklifts (electric STILL RX 20-18 and Hangcha CPD18), mini cranes (Jekko SPX 532.2 CL), and concrete finishing tools (Milwaukee battery-powered and Husqvarna gasoline lines) — to both business customers in construction, infrastructure, landscaping, and material handling, and to private individuals for home improvement and garden projects. Its revenue model is purely usage-based, with daily, weekend, and longer-term rental periods, and distribution occurs through a 24/7 self-service customer portal at selvbetjent.sorbyutleie.no supplemented by direct phone/email sales for larger or more complex rentals.

The company's core technology is an equipment rental management system backed by a customer self-service portal that handles booking, rental management, pricing visibility, and invoicing. A proprietary QR-code documentation system is mounted on every machine, providing access to manuals, videos, and training materials, and integrates with K-reg via Kvipp for automatic registration of equipment-specific training documentation — addressing Norwegian employer training-compliance obligations. Sørby Utleie holds Miljøfyrtårn (Environmental Lighthouse), StartBANK, Bisnode, and Great Place To Work certifications, and has publicly committed to a 100% emission-free rental fleet by 2040, with the Tomter headquarters already fitted with solar panels and the Spydeberg branch Miljøfyrtårn-recertified in January 2026. Go-to-market is product-led via the self-service portal, with direct sales handling enterprise/complex orders; the company emphasizes quality, service, and environmental positioning under the tagline 'Super service – alltid!'.

Name

Sørby Utleie

Legal name

Sørby Utleie AS

Website

https://sorbyutleie.no

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Sørby Utleie AS is a privately held Norwegian construction equipment rental company headquartered in Tomter, serving business and private customers in Østfold with a diversified fleet of excavators, loaders, forklifts, cranes, and concrete tools via a 24/7 self-service portal and two physical branches.

Ownership category

akta.pro rank

Product category

Construction Equipment Rental

NAICS

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

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Earthmoving & Excavation Equipment Rental/Leasing (TLABAFAA)

akta.pro secondary industries

Site Services & Temporary Infrastructure Rental/Leasing (Portable Toilets, Fencing, Storage Containers) (TLABAFAH), Lifting & Hoisting Rental & Leasing (IMAHAJAN), Industrial Cleaning & Environmental Equipment Rental/Leasing (Vacuum Trucks, Dust Control, Dehumidifiers) (TLABAFAK)

Keywords

• Construction equipment rental
• Machine rental services
• Earth moving equipment
• Lifting equipment rental
• Electric construction machinery

Headquarters

HQ city

Tomter

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Equipment Rental: Rental of construction equipment and machines with various rental periods including daily, weekend (Friday 12:00 to Monday 08:00), and longer-term rentals. Revenue generated based on rental duration.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Sørby Utleie AS rents construction, earthmoving, lifting, material handling, and concrete finishing machinery to both business and private customers in Norway. The fleet spans excavators (1.2–35 tons, including electric models), wheel loaders, forklifts, mini cranes, and battery-powered tools, with flexible daily, weekend, and long-term rental periods. Customers can book, manage rentals, view pricing, and access invoices through a 24/7 self-service customer portal, and every machine is QR-coded for documentation and equipment-specific training.

Product overview

Sørby Utleie operates as a comprehensive equipment rental company offering a diverse portfolio of construction, lifting, and material handling machinery. The rental fleet includes excavators (ranging from 1.2 to 35 tons, including electric models like the Volvo JEC230 FL 25-ton and diesel Stage V variants), wheel loaders (from 1.5 to 16 tons including the electric Volvo JL25H 5.1-ton and Giant V452T), forklifts and trucks (electric models like STILL RX 20-18 and Hangcha CPD18, plus diesel variants), mini cranes (Jekko SPX 532.2 CL), and concrete finishing equipment including battery-powered and gasoline power trowels (Milwaukee MXF series, Husqvarna BG 245/375 series). The company also offers attachments for wheel loaders including sweeping units, snow plows, and salt spreaders, as well as telehandler accessories. Products are available for both business and private customers through a customer portal, with offerings categorized by equipment type including construction equipment, lifting equipment, tools, site equipment, festival equipment, garden equipment, cleaning equipment, security equipment, scaffolding, and heating/drying equipment.

Differentiator

Problem solved

Functional benefit

Products and services

• Excavator Rental Rental of excavators from 1.2 to 35 tons for construction, infrastructure, and excavation projects. Available in both diesel (Stage V) and electric variants to support emission-free worksites.
• Wheel Loader Rental Rental of wheel loaders (1.5–16 tons) including the electric Volvo JL25H 5.1-ton, Kramer 5040 2-ton, and Giant V452T 2.7-ton models for material handling, with optional attachments such as snow plows and salt spreaders.
• Forklift and Counterbalance Truck Rental Rental of electric counterbalance trucks and forklifts (e.g., STILL RX 20-18, Hangcha CPD18) with 1,800 kg capacity and Li-Ion batteries for warehouse and industrial material handling.
• Mini Crane Rental Rental of compact electric mini cranes such as the Jekko SPX 532.2 CL (3.2-ton capacity, 760mm width) with Pick & Carry mode for confined-space lifting.
• Concrete Finishing Equipment Rental Rental of concrete equipment including battery-powered and gasoline power trowels (Husqvarna BG 245/375, Milwaukee MXF WBT60/WBT90), concrete screeds (Milwaukee MXF PSC-302), and deck vibrators (Milwaukee M18 FCVN).
• Equipment-Specific Training (Lovpålagt opplæring) Practical, equipment-specific operator training delivered at Sørby Utleie or on the customer's construction site, with documentation auto-registered in K-reg via Kvipp to satisfy Norwegian regulatory training requirements.
• Self-Service Customer Portal (Selvbetjent) 24/7 online portal allowing customers to rent and return machines, view their own pricing, manage rental relationships, and locate invoices without contacting staff.

Quantifiable outcome

• All machines are year-controlled (annual inspection) and ready for work
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Naboen Utleie: Norwegian equipment rental chain operating multiple branches with similar product breadth across construction, lifting, and garden equipment. Closest like-for-like competitor to Sørby within the Norwegian regional rental segment, competing for the same SMB and private customer base.

Regional players

• Kiloutou: French-headquartered equipment rental group with growing Scandinavian presence, offering construction, aerial, and tool rental. Comparable product categories and PLG/self-service motion but operating primarily outside Norway and at much larger scale.
• AKTIV Gruppen: Norwegian regional equipment rental group with multiple branches across Eastern Norway serving construction and infrastructure customers. Comparable regional footprint and product categories, competing in overlapping geographies around the Oslo/Østfold corridor.

Broad incumbents

• Herc Rentals: Large North American equipment rental operator with expanding European footprint through H&E Equipment Services and prior Hertz equipment rental lineage. Comparable core product categories (earthmoving, aerial, material handling) and customer segments, though operating at vastly greater scale.
• United Rentals: World's largest equipment rental company with broad portfolio across aerial, earthmoving, trench safety, and power solutions. Highly relevant comparable on business model and product taxonomy, though operating primarily in North America and at a much larger scale.
• Cramo (Boels Rental Norway): Pan-Nordic rental major (now under Boels) operating an extensive Norwegian branch network with construction equipment, scaffolding, and modular space. Directly comparable product categories but materially larger scale, broader geographic reach, and stronger enterprise contract position.
• Ramirent (Boels Rental Norway): Legacy Ramirent brand in Norway post-Boels acquisition, offering rental of construction equipment, aerial platforms, and site facilities across multiple Norwegian cities. Comparable product mix and customer base but at significantly greater scale than Sørby.

Emerging players

• Toyota Material Handling Norway: OEM-aligned material handling equipment provider offering forklift and warehouse equipment rentals and sales. Comparable on the forklift/truck category where Sørby fields STILL and Hangcha electric counterbalance trucks, though Toyota MH typically focuses more narrowly on warehouse customers.
• MGF (Mgb Group): UK-based specialist in crane, lifting, and ground support equipment rental. Comparable product category overlap with Sørby's Jekko mini crane and lifting segment, though serving primarily the UK market.

Others

• Doosan Bobcat Norway (Bobcat Norge): Norwegian distributor and rental partner for Bobcat compact equipment including mini-excavators, loaders, and attachments. Adjacent supplier/dealer channel that competes partially on smaller-tonnage excavator and loader rentals but is primarily an OEM-aligned dealer rather than an independent rental operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sorbyutleie
• LinkedInlinkedin.com/company/sorby-utleie

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Sørby Utleie