5 June 2013
Hirepool Reveals New Brand in Industry-Transforming Merger
Following the recent merger of Hirepool and Hirequip, the company today revealed new branding and a reorganised
Going forward, the expanded business will be known as Hirepool, with new branding combining elements of the previous
Hirepool and Hirequip brands. From 1 July the combined business will also have a new freephone number, 0800 15 15 15.
Mike Foureur, previously Executive Director of New Zealand Rental Group, has been appointed Managing Director and Chief
Executive of the new-look Hirepool.
“As we forge ahead with merging Hirepool and Hirequip, our approach is always to take the best of both businesses and
create a sum greater than the parts. That can be seen in the outcome of our branding review,” he says.
“Following extensive internal and external input, including assessing commercial impacts and options outside the two
existing brands, we have settled on Hirepool as our new name.
“However, we also realised both existing brands had key attributes that should be retained and built into the new look
of the combined company. By moulding these positive features, a new ‘wordmark’ has been created for Hirepool.
“It is simple, bold and easy-to-read while giving a nod to each company’s existing identity. We feel it’s a really good
fit for our expanding business and its growing operations,” says Foureur.
He also announced three other appointments. Hirepool CEO Mark Powell is now Executive Director Sales and Marketing while
Hirequip CEO Brian Stephen is Executive Director Operations. All three will serve on the company’s board.
In addition, Emily Coffey has been appointed General Manager Human Resources. She has more than 15 years’ HR experience
guiding organisations such as Clear Communications, TelstraClear and Carter Holt Harvey through significant change.
“This new structure will allow us to focus very quickly on our goal of transforming the industry and growing the company
through an enhanced product offer and unrivalled customer service,” says Foureur.
Foureur was previously CEO and Managing Director of Australian safety equipment hire company ATF Services for four years
and, before that, held General Management roles at Fonterra for two years Coates Hire in Australia for four years and
Linfox for eight years.