Redstar Equipment rebrands to Atlas CEA
Redstar Equipment is being rebranded with Atlas Copco generators, portable air compressors and lighting towers now to be distributed under the CEA banner.
Hylton Taylor, CEO of CEA, said the company is consolidating its brands by making Atlas Copco part of the CEA brand. CEA is the exclusive distributor of JCB construction and agricultural machinery as well as Dynapac compaction and paving equipment.
“Our mission is one of continuous growth and expansion with CEA as a market leading distributor of globally recognised equipment brands, dedicated to enhancing our service and product offerings for customers in the rental, construction, mining and agricultural industry,” Hylton said.
“Customers of Redstar Equipment will continue to receive the same quality service, after sales support and market leading Atlas Copco products. The only difference they will notice is the change from Redstar to the Atlas CEA brand. Under one brand, we are in a better position to manage the marketing, distribution and overall servicing of all our suppliers’ equipment and give our customers clarity on which entity they are dealing with. This initiative will bring greater recognition to the CEA name and ultimately, we expect will deliver long terms benefits to our dealers, branches and customers,” Hylton said.
Atlas CEA will continue to operate out of its four dedicated branches and will continue to expand its dealer network.
Although day-to-day operations of the new division will be unchanged, the Sydney CEA dealership is relocating to a new $27 million state-of-the-art facility in Horningsea Park later this year.
The facility, located at Bringelly Business Hub, Leppington, totals 22,000m2 and will house a workshop, warehouse and operational areas, including 1,575m2 for a showroom for JCB, Atlas Copco and Dynapac equipment.