National crane hire firm rebrands as it targets sales growth

National crane hire firm, A Mini Crane Hire, which has depots in London and Liverpool, has unveiled a new brand identity, as a key step in further developing its business.

The company will now be known as AMC, as it embarks on an ambitious growth plan for the next four to five years. This will see the company expand its operations across the UK creating additional jobs, and the development of a stronger senior management team.

Already, there has been substantial investment to refurbish the entire existing fleet, which is ongoing for the next month or two. Additional new equipment, including 11 all-electric cranes, and several all-electric tracked carriers, are either delivered or due very shortly. Also, seven fully electric or plug-in hybrid cars are arriving to refresh the vehicle fleet - demonstrating AMC’s full commitment to sustainability. 

Founded in 2009, AMC is a trusted provider in mini crane operations, boasting a fleet of over 60 mini spider cranes, and over 80 glazing robots and floor cranes, and providing innovative solutions for short and long-term construction projects across the UK. AMC currently employs 38 people at its two depots in Knowsley and Heathrow.

AMC said the brand makeover reflected a strong new chapter in the company's 11-year history, as it evolves to meet the cultural and economic challenges of Covid-19 head-on:

 "As for many, March to May was a real challenge but we knuckled down and by August sales had recovered well. Projects that were put on hold due to the first lockdown have now been completed, and I am pleased to say we are now back on track. AMC has proven to be an agile and resilient business in difficult times and the rebrand sets out to reflect our confidence. 

“The new brand identity is strong, vibrant, fresh and fun - everything we are about, and we hope it resonates with our customers, existing and new, as much as it does with our fantastic workforce. Look out for our cranes being named individually, for example!

 "Looking ahead, my main priorities for AMC are focused and clear - to further develop our reputation in the market as a brand leader, known for strong safety credentials and customer service, and to further develop our passionate and highly skilled team so they continue to thrive both professionally and personally.

 "By December/January we will have welcomed 11 fully electric-powered cranes (five Hoeflon C6e, and six Maeda 285CB-3), and three fully electric VW Golfs for engineers and four BMW 330e hybrids for sales. Also, our existing fleet will have been fully refurbished. These are very exciting times for AMC and our workforce.” 

Davenport also said there is ongoing investment in sales and marketing communications, including a brand-new website (also being launched this month), and much improved systems to enhance information flow and drive growth.

 The company has also ordered 15 vacuum lifters (Woods and Kappel), additional Smartlift glazing robots, and a new 35m Klaas truck-mounted crane.