Smart Smiths set for growth

6 September 2023

Smiths Equipment Hire has had a new managing director at the helm since April and the award-winning business is clearly maintaining its focus on high standards and growth. Indeed, more depots are in the pipeline. 

Andy McPhail has taken over managing the day-to-day business responsibilities from industry stalwarts David and Thomas Smith, enabling them to take a step back. However, they are still involved in the Blackpool-based company as Joint Chairmen. 

Andy, pictured above, has comprehensive hire experience. He has most recently held senior executive posts with powered access hire companies in the Middle East, including Rapid Access and Manlift Group in Dubai and Qatar, and he has previously worked in tool hire with Hewden Stuart. 

“I have known David and Thomas since my earliest days in the industry and we have always kept in contact,” Andy told me. “The timing was perfect because at the end of last year I was looking for a new opportunity and they were contemplating stepping back from the business.

“What is so striking about Smiths is its growth over the last decade or so. Back in 2009 its operation was largely focused in and around Blackpool, Fylde and nearby locations; today we have 16 depots effectively stretching from one side of the country to the other, plus our dedicated re-hire business. 

“The powered access fleet, for example, now includes more than 700 machines, which is nearly as many as I was responsible for at Manlift in Dubai.” 

As previously reported on the blog, Smiths experienced very strong growth during the period of Covid lockdowns and invested in its fleet significantly to meet demand. It is therefore important that systems are in place to ensure operational efficiency is maintained. 

A year or so ago, the company introduced a programme called ‘the Smiths Way’ focused on delivering a high-quality customer experience from initial enquiry to invoice, and recent developments continue this approach. 

“We have added a new tier of management, including more area managers and a sales manager,” said Andy. “We have also appointed a dedicated Hire Vehicle Fleet and Equipment Manager from outside the hire industry to oversee procurement and servicing. We now have 63 delivery trucks in the fleet. 

“We have also introduced more KPIs (key performance indicators) to streamline operations throughout the business, to measure the efficiency of our workshop, transport, deliveries and other areas. We sat down and discussed these with all our depot managers to get their buy-in and we’ve already seen improvements in vehicle movements and fuel usage.

“These actions can also identify issues we might need to address, perhaps through investing in more people, workshop equipment or training, for example.” 

Smiths has always placed strong emphasis on in-house marketing, brand-building and online visibility and it frequently introduces new design initiatives to keep its image fresh. A recent development is new corporate workwear, with the introduction of signature polo shirts in a striking deep blue, accented with a stripped back logo featuring forward facing chevrons, signifying logistical efficiency and forward thinking.

This new design also plays a significant role across all marketing activity, including the company’s wagons (pictured below) and depots signage.

Looking further ahead, Smiths still has an eye on expansion. This could include an additional depot in Yorkshire by the end of this year and two other locations have been identified. Smaller satellite depots to fill gaps between existing sites might also be introduced. 

“Much depends on what opportunities or potential acquisitions arise,” said Andy. “Above all, this growth is being driven by our customers. They want to hire from us at all the locations where they are working.” 

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