The equipment rental market is becoming more concentrated. Two major online rental services, Lensrentals and LensProToGo, have entered into a strategic partnership, effective December 1.
The combined company will be privately held and both the Lensrentals and LensProToGo brands will remain in operation.
“LensProToGo customers will get access to the largest rental inventory in the country and the advantages that arise from a shipping location located just a few miles from the FedEx SuperHub in Memphis,” wrote Lensrentals founder Roger Cicala in a post announcing the merger. “Lensrentals customers will get access to an even larger staff of experts ready to offer unbiased advice and to help you craft solutions for whatever projects you have coming up.
“Both brands will continue to exist and thrive. If you’re a LensProToGo customer, the only differences you’ll notice is a greater choice & availability of equipment, and that your shipment might ship from Lensrentals HQ in Memphis. If you’re a Lensrentals customer, you’ll soon have more options for pickup locations, and you might end up talking about your order with a staff member who has a wicked good New England accent instead of an adorable Southern drawl.”
Lensrentals also disclosed that it acquired a 100 percent stake in ATS Rentals in September.