complete equipment
Complete Equipment Rentals rents, sells, and services heavy construction equipment, including aerial lifts, material handlers, earth-moving machinery, and specialty glazing equipment, serving contractors across New Jersey, New York, and Pennsylvania.
- Company typePrivate
- Founded-
- HeadquartersLakewood, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
complete equipment firmographics
Firmographics- Name
- complete equipment
- Legal name
- Complete Equipment Rentals, LLC
- Website
- https://completeequipment.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Complete Equipment Rentals rents, sells, and services heavy construction equipment, including aerial lifts, material handlers, earth-moving machinery, and specialty glazing equipment, serving contractors across New Jersey, New York, and Pennsylvania.
- Ownership category
- akta.pro rank
complete equipment industry classification
Industry- Product category
- Construction Equipment Rental
- NAICS
- Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241)
- SIC
- Services-Miscellaneous Equipment Rental & Leasing (7350), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)
- akta.pro primary industry
- Lifting & Hoisting Rental & Leasing (IMAHAJAN)
- akta.pro secondary industries
- Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF), Earthmoving & Excavation Equipment Rental/Leasing (TLABAFAA)
Keywords
Where complete equipment is headquartered
LocationHeadquarters
- HQ city
- Lakewood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
complete equipment business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Equipment Rentals: Core revenue stream from renting aerial platforms, material handling equipment, glazing equipment, earth moving equipment, and specialty equipment. Rental rates based on single-shift usage (8 hours/day, 40 hours/week, 160 hours/28-day period).
- Equipment Sales: Sale of new and used equipment as an authorized dealer for leading equipment brands at factory-direct prices.
- Parts Sales: Factory-direct OEM equipment and parts sales to support customer equipment needs.
- Service and Repair: Onsite services and machinery repair with field service response target of 24 hours or less.
- Safety Training: OSHA-certified operator safety and training courses including MEWP, forklift, telehandler, glazing equipment, and earth moving equipment training.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Equipment Rental - Standard Terms |
| Hybrid | Pay-as-you-go | Limited Damage Waiver (LDW) |
| Other | Pay-as-you-go | Safety Training Courses |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels6 records
complete equipment product offering
Product offeringCore offering
Complete Equipment Rentals rents and sells heavy construction equipment—including aerial platforms, material handlers, earth moving equipment, specialty machinery, and robotic glazing and vacuum lifting equipment—and supports that fleet with factory-direct OEM parts, on-site service and repair, and OSHA-certified operator training. It serves contractors across New Jersey, New York, and Pennsylvania with in-house trucking delivery and a customer portal for account management.
Product overview
Complete Equipment offers a unified rental solutions business with multiple integrated service lines. The core offering is equipment rentals spanning five main categories: Aerial Platforms & Equipment, Material Handling Equipment, Glazing & Glass Lifting Equipment, Earth Moving Equipment & Attachments, and Specialty & Miscellaneous Equipment. These are complemented by Equipment Sales (as an authorized dealer), Parts (factory-direct OEM), Service (on-site repair), Training (OSHA-certified courses), and a Rental Protection Plan. The company operates Point of Rental Essentials as its web platform for equipment browsing. Services are delivered across NJ, NY, and PA with in-house trucking and road service capabilities.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 24-hour or less field service response
Companies that use complete equipment
Customer profileSegments11 records
Ideal customer profiles3 records
complete equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
complete equipment partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- SkyjackcoreEquipment supplier - Skyjack aerial work platforms included in rental fleet. Top quality, meticulously maintained rental equipment from industry's leading brands.
- JLGcoreEquipment supplier - JLG aerial lifts and telehandlers in rental inventory. Top quality, meticulously maintained rental equipment from industry's leading brands.
- DoosancoreEquipment supplier - Doosan lift equipment in rental fleet. Top quality, meticulously maintained rental equipment from industry's leading brands.
- BobcatcoreEquipment supplier - Bobcat equipment in rental fleet. Top quality, meticulously maintained rental equipment from industry's leading brands.
- GeniecoreEquipment supplier - Genie lifts in rental fleet. Top quality, meticulously maintained rental equipment from industry's leading brands.
- Ergo RoboticcoreEquipment supplier - Ergo Robotic glazing equipment in fleet. Top quality, meticulously maintained rental equipment from industry's leading brands.
- DOZRminorMarketplace listing - Complete Equipment rentals listed on DOZR construction equipment marketplace reaching over 9,000 rental partner locations nationwide. DOZR is a construction tech company providing ecommerce and online rental solutions.
- Complete Specialty Services, LLCcoreTraining services partner - OSHA-certified operator safety and training courses including MEWP, forklift & telehandler, glazing equipment, and earth moving equipment training are provided by Complete Specialty Services, LLC.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
complete equipment competitors and assessment
Company assessmentBroad incumbents
- United Rentals: Largest equipment rental company in North America with national aerial, material handling, earthmoving, and specialty fleets. Operates directly in Complete Equipment's NJ/NY/PA geography with greater fleet depth, national-account programs, and pricing power — the dominant incumbent in the same addressable market.
- Sunbelt Rentals: Second-largest North American equipment rental operator with broad aerial, material handling, earthmoving, and specialty coverage. Direct overlap in NJ/NY/PA with a comparable multi-line service offering (rentals, sales, parts, service, training) at materially larger scale.
- Herc Rentals: Public equipment rental operator (formerly H&E Equipment Services) with aerial, material handling, and earthmoving fleets serving the Northeast US. Comparable multi-line rental-plus-dealer-plus-service model and similar customer mix of contractors and industrial accounts.
- NES Rentals: Specialty equipment rental operator acquired by United Rentals in 2021, focused on aerial work platforms, material handling, and specialty trades. Direct product-line overlap with Complete Equipment on lifts, telehandlers, and specialty equipment for the same Northeast contractor base.
- BrandSafway: Large access and specialty services provider with aerial work platforms, scaffolding, and industrial services used in commercial construction. Comparable on the aerial lift and construction services side and on serving industrial and commercial contractors across multiple US regions.
Direct peers
- Ahern Rentals: Privately held regional equipment rental operator founded in 1953 with a comparable independent, multi-line model (rentals, sales, parts, service, training) across the US. Strong brand reputation and specialty-equipment focus make it one of the closest structural analogs to Complete Equipment.
- Maxim Crane Works: Specialized lifting and crane rental operator (now part of Maxim Crane Works, L.P.) with aerial and heavy-lift fleet. Comparable on the lifting/hoisting and aerial platform side of Complete Equipment's fleet and on the multi-state regional service model.
- H&E Equipment Services: Mid-sized equipment rental and dealer operator (acquired by Herc) with a model blending rentals, new/used equipment sales, parts, and service. Closely comparable business model to Complete Equipment's five-line offering, including aerial platforms and material handling.
Emerging players
- EquipmentShare: Tech-enabled equipment rental marketplace and fleet operator with T3 telematics and a contractor-focused digital platform. Competes in the same aerial, material handling, and earthmoving categories while leading the digital procurement shift Complete Equipment is responding to with its Point of Rental portal and DOZR listing.
Others
- DOZR: Construction equipment rental marketplace and ecommerce platform where Complete Equipment is a listed partner. An ecosystem enabler rather than a direct rental competitor, but its 9,000+ location network is materially shaping how regional rental operators reach contractors — making it a strategic adjacency to monitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
complete equipment social profiles
Digital presencecomplete equipment compliance and trust
Trust signalCompliance1 record
complete equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
complete equipment leadership team
Management profileNumber of profiles
complete equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
complete 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 complete equipment
What does complete equipment do?
Complete Equipment Rentals rents and sells heavy construction equipment—including aerial platforms, material handlers, earth moving equipment, specialty machinery, and robotic glazing and vacuum lifting equipment—and supports that fleet with factory-direct OEM parts, on-site service and repair, and OSHA-certified operator training. It serves contractors across New Jersey, New York, and Pennsylvania with in-house trucking delivery and a customer portal for account management.
Is complete equipment a public or private company?
complete equipment is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was complete equipment founded?
complete equipment was founded in -1. It employs 11 to 50 people.
Where is complete equipment based?
complete equipment is headquartered in Lakewood, United States, in the North America region.
How does complete equipment make money?
Five revenue lines are on record. Equipment Rentals are the primary driver. The others are equipment Sales, parts Sales, service and Repair and safety Training.
Who are complete equipment's main competitors?
Broad incumbents on record are United Rentals, Sunbelt Rentals, Herc Rentals, NES Rentals and BrandSafway. Direct peers are Ahern Rentals, Maxim Crane Works and H&E Equipment Services. EquipmentShare is listed as an emerging player. DOZR is listed as an others.
Does complete equipment have an API?
No public API is recorded for complete equipment.
What industry is complete equipment in?
complete equipment's product category is Construction Equipment Rental. Its primary akta.pro industry code is IMAHAJAN, Lifting & Hoisting Rental & Leasing, with a secondary code of TLABAFAF, Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks). Its NAICS code is 532412 and its SIC code is 7350.