Reliable Equipment
Reliable Equipment Rentals Ltd. is a privately held Canadian aerial lift rental, sales, service, parts, and training company headquartered in Richmond, BC, serving construction, industrial, and equipment-owner customers across British Columbia's Lower Mainland with a multi-OEM Genie, JLG, Skytrak, and CAT fleet since 1990.
- Company typePrivate
- Founded1990
- HeadquartersBuena Park, California, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Reliable Equipment does
Reliable Equipment Rentals Ltd., operating as Reliable Equipment, is a Canadian-owned aerial lift equipment rental, sales, and service company headquartered at 20499 Westminster Hwy in Richmond, British Columbia. Founded in 1990 and operated as an affiliated entity of the Grafton Group of Companies, it self-describes as the largest aerial lift supplier in BC's Lower Mainland, serving construction contractors, industrial and warehouse operators, and equipment owners across southwestern British Columbia.
The company operates a fleet of OEM-branded equipment — primarily Genie, JLG, Skytrak, and CAT — spanning four core categories: boom lifts (articulating and telescopic), scissor lifts (electric and rough terrain), telehandlers, and aerial work platforms. Heights range from compact 19–46 ft electric scissor lifts up to 141 ft articulating and 135 ft telescopic boom lifts. The platform integrates an owned delivery and service truck fleet, licensed field-and-shop technicians, a separate parts e-commerce storefront (reliableequipmentparts.com), an affiliated training and certification business (Reliable Training Services, reliabletraining.ca), and a Rental Protection Plan add-on.
Revenue is generated through six streams: daily/weekly/monthly equipment rental, new and certified used equipment sales, equipment leasing, parts and accessories sales, service and repair, and operator training and certification. Pricing is published per unit on the website (e.g., Genie S-125 telescopic boom at $1,100/day, $3,700/week, $11,000/month; JLG 1350SJP at $1,300/day, $4,200/week, $13,500/month; 8K telehandler at $350/day). Go-to-market is sales-led, with named account representatives (e.g., Gord, Steve, Navi) handling direct enterprise accounts, supported by phone (604-276-8688), email, web inquiry forms, and an active Google review profile (231 reviews) plus social channels on Facebook, LinkedIn, Instagram, and X.
Reliable Equipment firmographics
Firmographics- Name
- Reliable Equipment
- Legal name
- Reliable Equipment Rentals Ltd.
- Website
- https://reliableequipment.ca
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Reliable Equipment Rentals Ltd. is a privately held Canadian aerial lift rental, sales, service, parts, and training company headquartered in Richmond, BC, serving construction, industrial, and equipment-owner customers across British Columbia's Lower Mainland with a multi-OEM Genie, JLG, Skytrak, and CAT fleet since 1990.
- Ownership category
- akta.pro rank
Reliable Equipment industry classification
Industry- Product category
- Aerial Lift Equipment Rentals
- NAICS
- Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241), Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Other Commercial and Industrial Machinery and Equipment Rental and Leasing (532490)
- SIC
- Services-Miscellaneous Equipment Rental & Leasing (7350), Construction Machinery & Equip (3531)
- akta.pro primary industry
- Lifting & Hoisting Rental & Leasing (IMAHAJAN)
- akta.pro secondary industry
- Cranes & Heavy Lifting Equipment Rental/Leasing (TLABAFAD)
Keywords
Where Reliable Equipment is headquartered
LocationHeadquarters
- HQ city
- Buena Park, California
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Reliable Equipment business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Others
Revenue model
- Equipment Rental: Core revenue stream from renting aerial lifts including scissor lifts, boom lifts, telehandlers, and aerial work platforms. Offers daily, weekly, and monthly rental periods. Fleet of delivery and service trucks enables direct-to-site delivery.
- Equipment Sales: Sale of new and used aerial lift equipment including Genie S65 boom lifts, electric scissor lifts. Equipment sold with certifications (5-year certifications on used equipment).
- Parts Sales: Separate e-commerce platform (reliableequipmentparts.com) selling parts for Genie, Terex, Skyjack, JLG lifts and accessories.
- Service & Repair: Field and shop-based repair services for aerial lift equipment including maintenance, major repairs, hydraulic/electrical troubleshooting, and certified technicians.
- Training & Certification: Aerial lift operator safety training and certification courses through affiliated Reliable Training Services, compliant with Worksafe BC and CSA Standards.
- Equipment Leasing: Equipment lease options available in addition to outright sales for aerial lift equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Genie S-125 Telescopic Boom Lift rental |
| Unit Pricing | Pay-as-you-go | Genie GS-4047 Electric Scissor Lift rental |
| Unit Pricing | Pay-as-you-go | Genie GS5390 Rough Terrain Scissor Lift rental |
| Unit Pricing | Pay-as-you-go | JLG 1350 SJP Telescopic Boom Lift rental |
| Unit Pricing | Pay-as-you-go | 8K Telehandler rental |
| Other | Pay-as-you-go | Rental Protection Plan (RPP) |
| Unit Pricing | Pay-as-you-go | Used equipment for sale |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Reliable Equipment product offering
Product offeringCore offering
Reliable Equipment rents, sells, leases, services, and trains on aerial lift equipment, with core rental categories of boom lifts (articulating and telescopic), scissor lifts (electric and rough terrain), telehandlers, and aerial work platforms from brands including Genie, JLG, Skytrak, and CAT. The company also provides parts, certified-technician service and repair, an equipment delivery and hauling fleet, and Worksafe BC- and CSA-compliant lift operator safety training and certification through its affiliated Reliable Training Services.
Product overview
Reliable Equipment Rentals Ltd. is a Canadian-owned aerial lift equipment rental, sales, and service company serving British Columbia's Lower Mainland since 1990. The company operates as a unified equipment rental platform offering four core product categories: Boom Lifts (including Articulating Boom Lifts and Telescopic Boom Lifts), Scissor Lifts (Electric and Rough Terrain variants), Telehandlers, and Aerial Work Platforms. The product portfolio includes specific models from Genie and JLG brands, ranging from compact electric scissor lifts with 19-46 ft working heights to large articulating and telescopic boom lifts reaching up to 141 ft. Beyond equipment rentals, the company offers related services including equipment sales and leasing, professional service and repair, parts and accessories, lift operator training and certification, and a Rental Protection Plan for damage and theft coverage.
Differentiator
Problem solved
Functional benefit
Products and services
- Boom Lift Rentals Rental of articulating and telescopic boom lifts from Genie, JLG, and Skytrak, available in daily, weekly, and monthly rental periods, designed for construction, maintenance, and industrial tasks needing access to elevated or hard-to-reach areas. Models range from compact 36 ft articulating booms to 141 ft high-capacity articulating booms and 135 ft telescopic booms.
- Scissor Lift Rentals Rental of electric and rough-terrain scissor lifts from Genie for indoor and outdoor projects requiring stability and efficiency, including maintenance, construction, and industrial applications. Working heights range from 19 ft to 59 ft, with load capacities from 500 lbs to 1,500 lbs.
- Telehandler Rentals Rental of versatile telehandlers combining reach and power for heavy lifting and material handling in construction, industrial, and agricultural projects. Models include 8K, 9K (JLG 943), 10K (Skytrak 10054), and 12K (CAT TL1255D) with lift capacities from 8,000 lbs to 12,000 lbs and lift heights up to 55 ft.
- Aerial Work Platform Rentals Rental of aerial work platforms (including vertical mast lifts) for safe and efficient access to elevated work areas in maintenance, construction, and industrial applications, with stability and maneuverability for indoor and outdoor use. Includes Genie GR-20 (25 ft working height) and AWP-30S / AWS-25S (31 ft working height) units designed for tight spaces.
- Rental Protection Plan (RPP) Comprehensive rental add-on protection program covering accidental damage and theft of rented aerial lift equipment. Customers pay 15% of rental cost; for covered damage the deductible is 10% of damage costs or $500, whichever is less, plus applicable taxes, with benefits up to the replacement value of the equipment.
- Equipment Sales & Leases Sale of new and used aerial lift equipment, plus equipment lease options. Used equipment is sold reconditioned with 5-year certifications and new batteries (e.g., Genie GS2646 and GS3246 reconditioned electric scissor lifts at $8,990; Genie S65 boom lift at $19,900).
- Service & Repair Professional service and repair for aerial lift equipment performed by licensed technicians, including field service dispatch, shop-based maintenance, major repairs, hydraulic and electrical troubleshooting, and parts support for all types and brands of aerial equipment.
- Parts & Accessories Wide selection of parts and accessories for major aerial lift brands including Genie, Terex, Skyjack, and JLG, with ordering available directly from manufacturers through the dedicated parts e-commerce site.
- Lift Operator Training & Certification Safety training and certification services for aerial lift operators delivered through affiliated Reliable Training Services (reliabletraining.ca), meeting Worksafe BC legislated training requirements, CSA Standards, and industry best practices. Courses are flexible and combinable, with a NEW climate-controlled indoor facility enabling all-weather availability and, in many cases, same-day training, certification, and return to work.
Quantifiable outcome
- Safety compliance with Worksafe BC and CSA Standards through certified training programs
- +1 more outcomes
Companies that use Reliable Equipment
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles4 records
Reliable Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Reliable Equipment partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Reliable Equipment competitors and assessment
Company assessmentBroad incumbents
- Sunbelt Rentals: Large North American equipment rental company with a strong aerial lift and access equipment line and Canadian operations. Comparable as a broad portfolio incumbent competing on aerial lift fleet and service.
- United Rentals: Largest equipment rental company in North America, operating across aerial, earthmoving, and industrial categories with active Canadian operations including BC. Competitor and pricing benchmark for any regional aerial lift specialist.
- Herc Rentals: US-listed equipment rental company serving construction, industrial, and infrastructure customers with aerial equipment among its offerings, including Canadian footprint. Comparable broad-line competitor with aerial lift exposure.
Direct peers
- Cooper Equipment Rentals: Canadian heavy equipment and aerial lift rental operator with multi-province footprint. Directly comparable as a Canadian competitor offering aerial lifts, telehandlers, and integrated rentals/sales/service to construction and industrial customers.
- Ahern Rentals: US-based family-owned aerial lift and equipment rental specialist with a deep aerial fleet. Closely comparable business model focused on aerial work platforms, scissor lifts, and boom lifts with full-service capabilities.
- BrandSafway: Major provider of aerial access, scaffolding, and lifting solutions for industrial and construction customers. Comparable as a specialist serving overlapping customer needs for elevated work platforms and access equipment.
- Maxim Crane Works: North American crane and lifting equipment rental specialist. Comparable as a regional lifting-focused rental operator serving construction and industrial customers with similar service and rental model.
Emerging players
- Skyjack (Linamar): Canadian-based aerial lift manufacturer (part of Linamar) whose products Reliable Equipment actively sells, services, and stocks for parts. Comparable adjacency as a key supplier and category shaper for the aerial lift rental ecosystem.
Others
- Genie (Terex): Major aerial lift manufacturer owned by Terex, supplying the bulk of Reliable Equipment's fleet and parts inventory. Comparable as an OEM ecosystem participant whose commercial and direct-rental strategies shape the competitive backdrop.
- JLG Industries (Oshkosh): Aerial work platform and telehandler manufacturer owned by Oshkosh and a primary OEM supplier to Reliable Equipment. Comparable as a key equipment and parts supplier influencing fleet cost and availability.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights8 records
Customer concentration
Reliable Equipment social profiles
Digital presenceReliable Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reliable Equipment leadership team
Management profileNumber of profiles
Profiles1 record
Reliable Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reliable Equipment 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 Reliable Equipment
What does Reliable Equipment do?
Reliable Equipment rents, sells, leases, services, and trains on aerial lift equipment, with core rental categories of boom lifts (articulating and telescopic), scissor lifts (electric and rough terrain), telehandlers, and aerial work platforms from brands including Genie, JLG, Skytrak, and CAT. The company also provides parts, certified-technician service and repair, an equipment delivery and hauling fleet, and Worksafe BC- and CSA-compliant lift operator safety training and certification through its affiliated Reliable Training Services.
Is Reliable Equipment a public or private company?
Reliable Equipment is a private company. It is classified as corporate owned and is currently operating.
When was Reliable Equipment founded?
Reliable Equipment was founded in 1990. It employs 11 to 50 people.
Where is Reliable Equipment based?
Reliable Equipment is headquartered in Buena Park, California, United States, in the North America region.
How does Reliable Equipment make money?
Six revenue lines are on record. Equipment Rental is the primary driver. The others are equipment Sales, parts Sales, service & Repair, training & Certification and equipment Leasing.
Who are Reliable Equipment's main competitors?
Broad incumbents on record are Sunbelt Rentals, United Rentals and Herc Rentals. Direct peers are Cooper Equipment Rentals, Ahern Rentals, BrandSafway and Maxim Crane Works. Skyjack (Linamar) is listed as an emerging player. Others are Genie (Terex) and JLG Industries (Oshkosh).
Does Reliable Equipment have an API?
No public API is recorded for Reliable Equipment.
What industry is Reliable Equipment in?
Reliable Equipment's product category is Aerial Lift Equipment Rentals. Its primary akta.pro industry code is IMAHAJAN, Lifting & Hoisting Rental & Leasing, with a secondary code of TLABAFAD, Cranes & Heavy Lifting Equipment Rental/Leasing. Its NAICS code is 53241 and its SIC code is 7350.