Strategic positioning of three UK equipment rental companies.

Strategic Positioning in the UK Equipment Rental Market.

By Dave Harris Consultancy. January 1^st 2026

Introduction

The UK equipment rental sector is a brilliant example of how strategic positioning shapes competitive advantage. Although the market looks crowded, the real differentiation happens beneath the surface — in how companies choose to specialise, scale, or innovate. Using Michael Porter’s classic positioning framework (Cost Leadership, Differentiation, Focus), we can see three very different strategic paths emerging across Sunbelt Rentals’ Film & TV Division, Nationwide Powered Access, and Brandon Tool Hire.

Here’s a concise breakdown of how each organisation is positioning itself — and how effectively those strategies appear to be working.

Sunbelt Rentals – Film & TV Division   

Strategic Position: Differentiation + Focus

Sunbelt’s Film & TV division has built a premium, specialist niche within the UK production industry. Its 180,000 sq ft West London facility — strategically located near major studios — reinforces a clear focus strategy aimed at high‑end film, TV, and streaming productions.

The division differentiates itself through a uniquely integrated offering: cameras, lighting, grip, power, HVAC, and location services all under one roof. Backed by Ashtead Group, Sunbelt is also investing heavily in sustainability, aligning with industry expectations for greener production.

This is a coherent, well‑executed differentiation strategy with no signs of drift.

Nationwide Powered Access (Nationwide Platforms)

Strategic Position: Broad Differentiation

Nationwide Powered Access positions itself as the UK’s leading powered access provider, supported by a fleet of 13,500+ machines and 31 depots. Its scale provides cost advantages, but its real strength lies in differentiation through safety and technology.

Innovations such as Harness ON™ and advanced digital fleet‑management tools reinforce its reputation for reliability and operational excellence. As part of the global Loxam Group, Nationwide benefits from international investment and stability.

Nationwide demonstrates strong strategic coherence and continues to lead its category.

Brandon Tool Hire (Brandon Hire Station)

Strategic Position: Attempted Focus After Strategic Drift

Brandon Hire Station has undergone significant restructuring, including closing around 60 branches and exiting the retail/DIY market. Historically, Brandon operated as a broad generalist — neither a cost leader nor a strong differentiator — leaving it “stuck in the middle,” a classic strategic risk identified by Porter.

Its parent company, Vp plc, is now repositioning Brandon toward specialist B2B customers and higher‑return assets. This represents a shift toward a focus strategy, but it is still early in the transition.

Brandon is in recovery mode, working to rebuild a clearer, more defensible position.

 Conclusion

Sunbelt Rentals and Nationwide Powered Access both demonstrate strong, coherent strategic positioning — one through niche differentiation, the other through broad‑based innovation and scale. Brandon Tool Hire, by contrast, is navigating a strategic reset after a period of drift.

Porter’s framework remains a powerful lens for understanding why some companies thrive while others struggle. In a competitive market like equipment rental, clarity of strategy isn’t optional — it’s the foundation of long‑term success.

Question: Looking at current customer needs and rental market trends, I wonder what each of these businesses could do to thrive over the next ten years? One to come back to in a future article.