Volvo Rents becomes Blueline Rental

Rebrand launched following transition to new owner.

February 10, 2014

Blueline Rental VolvoVolvo Rents, Asheville, N.C., a provider of small- to medium-sized construction rental equipment, has announced the rollout of a new name and corporate identity, BlueLine Rental

The company’s new brand follows the acquisition of Volvo Rental by the private equity firm Platinum Equity, based in Los Angeles, from Volvo in late January 2014.

“The launch of our new identity represents an exciting milestone for the company,” says Scott Hall, president of BlueLine Rental. “With Platinum Equity’s support, we have new opportunities to grow and build on the fundamentals that have made us so successful—our commitment to service and the way we treat our valued customers and employees.”

BlueLine Rental says it serves a diverse customer base across multiple industries. 

“We have worked closely with the management team to ensure a seamless transition and we are excited to help the business achieve new levels of success,” says Louis Samson, a partner at Platinum Equity Partner who led the transaction team. “We are excited about BlueLine’s prospects and are committed to helping it thrive as an independent company with a new identity.”

In addition to BlueLine Rental’s expanding line of Volvo compact equipment, the rental centers carry a comprehensive line of essential equipment and tools for the construction, commercial, industrial and homeowner markets. The company focuses on daily, weekly and monthly rentals. BlueLine Rental operates in more than 130 company-owned as well as franchised rental stores in North America.