Australian equipment distributor CEA, announces a rebrand of Redstar Equipment. CEA will distribute Atlas Copco generators, portable air compressors, and lighting towers under the CEA banner.
CEA is the exclusive distributor of JCB construction and agricultural machinery as well as Dynapac compaction and paving equipment.
CEA CEO Hylton Taylor says it is now consolidating its brands by making Atlas Copco part of the CEA brand.
“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,” says Hylton.
“For customers of Redstar Equipment, they 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.”
Atlas CEA will continue to operate out of their four dedicated branches and will continue to expand their 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 facility in Horningsea Park later this year.
The facility, located at Bringelly Business Hub in Leppington, totals 22,000sqm and will house a workshop, warehouse and operational areas, including 1,575sqm for a showroom for JCB, Atlas Copco and Dynapac equipment.