In 2020, Cramo joined the Boels Group corporate group, thereby strengthening its position in the equipment rental market. After the merger, Boels Group became one of the largest equipment rental groups in Europe. According to the company, the brand change is a natural part of Cramo’s integration into the group.
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The change of the Cramo brand to Boels Rental will take place in stages until 2030 in all markets where the company operates – in the Scandinavian and Baltic countries. The company notes that during this change, what has helped them secure customer trust over more than seven decades of operation will be preserved, but at the same time, even more opportunities for growth, service expansion, and development within a leading international group will open up.
During the transition period, both brands will be used together
Cramo’s history began back in 1953, and the current brand was formed in 1969 when Finnish and Swedish rental companies merged. Over more than seven decades, Cramo has become one of the best-known machinery and equipment rental companies in Northern Europe.
The 2020 merger with Boels Group further strengthened Cramo’s market position and opened new development opportunities. After successfully combining their long-standing experience, expertise, and international resources, the companies are now taking the next step in this integration process – starting a gradual transition to the common Boels Rental brand across all markets.
From September 2026, Cramo customers will increasingly see the Boels Rental brand identity in the company’s branches, on equipment, vehicles, and digital communication channels. During the transition period, the Cramo and Boels Rental brands will be used together for some time.
As stated by Boels Group CEO Pierre Boels, the transition to a common brand will further strengthen the synergy of the merged companies.
“We combine Cramo’s strong local market positions and long-term customer relationships with Boels Rental’s expert competencies, international experience, and broad operational capabilities. For customers, this means a greater selection of equipment, specialized solutions, and even more expert competencies, while maintaining the personal attention they are used to. Simply put, one brand opens even more opportunities for everyone,” says Boels Group CEO Pierre Boels.
Meanwhile, Cramo CEO Mindaugas Šilobritas adds that the most important things for customers in Lithuania will not change with the brand change: “As we enter a new stage, we preserve everything that customers value about Cramo: a professional team, local market knowledge, and reliable partnership. At the same time, we become part of an even stronger organization, so we will be able to offer our customers an even wider range of machinery, equipment, and specialized solutions,” notes Cramo CEO M. Šilobritas.
During the transition period, when the brand is being changed, customers will not need to take any additional actions. Services, contracts, contacts, and daily cooperation will remain the same, and changes will be implemented consistently and smoothly.
About Boels Rental and Boels Group
Boels Rental is one of the largest equipment rental companies in Europe. Boels Rental provides machinery and equipment rental solutions to customers in construction, industry, infrastructure, event organization, and other sectors across Europe. Boels Rental is part of Boels Group, which also includes the companies Cramo, Riwal, and Manlift, offering customers one of the widest ranges of modern machinery, equipment, and tools on the market.
The Boels Group operates in 27 countries through a network of more than 800 branches and employs more than 8,800 people.
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