Satellites for Smiths
5 March 2024
Expect Smiths Equipment Hire to open additional depots in the coming months, to complement the 16 locations that the Blackpool-based business currently operates throughout the North of England and into Yorkshire.
The intention is to open a number of high 'kerb-appeal' satellite depots strategically positioned between existing sites in order to reinforce existing locations, increasing the geographic reach whilst developing new business in those specific areas.
“We believe that the economy is pretty stable, and the time is right to expand further,” David and Thomas Smith, Joint Managing Directors, told me. “The world has been through several once-in-a-lifetime events in a series, from Covid-19 and the war in Ukraine, to energy price rises and high interest rates, but if your business is robust enough you can ride through them.
“During Covid we opened our depot in Burnley (pictured), which at 6,000 sq ft has a smaller footprint than our typical branches and we were able to get it fitted out and open for business very quickly. We did most of the work ourselves. We can replicate and roll out the tried and tested formula in other areas, enabling us to expand quicker.
“All our depots are fully serviced, integrated facilities with a fleet of equipment, workshops and a localised sales presence. The new satellites will be the same, more than just a click-and-collect operation. Larger plant and access equipment can be supplied from our other larger locations nearby, strengthening the scale of the offering as a result.”
Sales and Marketing Director David Turner adds that “each depot has kerb-appeal, being located in a highly visible location, vitally not hidden away on trading estates. Customers love the brand and feel comfortable visiting the hire shop. It’s an ‘all are welcome’ approach and with a strong brand appeal, staff want to work for us, too.”
Smiths is very confident that business will grow quickly in the new locations it has identified. “We’ve seen it at Burnley,” said David and Thomas. “Some people thought it might impact on our Blackburn site, which used to serve areas further afield, but the effect was minimal. Staff were able to focus on new customers nearer to their area. Contractors, trades people and homeowners still like dealing with local people.
“And if a homeowner is hiring something like a floor sander for a weekend, they won’t order it on an online rehire platform: they’ll want advice from a real hire shop with depot staff who can advise on getting the best out of the tool, as well as choosing the right abrasives and materials to get the job done right.”
Having said that, Smiths is constantly expanding its own online marketing and sales presence to drive new business to depots, alongside investing in its physical buildings and professional sales teams.
“We have a skilled workforce and we we’re constantly looking to bring in the best local people to take the business further,” said David and Thomas.
“And tool hire generally has a very bright future. We may hire out fewer tools like angle grinders now because cheap alternatives can be bought elsewhere, but customers will increasingly want greener, sustainable equipment that is typically more expensive to purchase and so hirers are ideally placed to provide it.
“As always, it’s a case of looking after the customer and treating them right.”
