IRNMARCH 2015
47
WOMEN INRENTAL
NinaAasland,
CEO, Naboen
Norway-based Naboen rents a wide range of equipment from aerial
platforms and other access machines to earthmovers, heating and
dehumidification as well as garden tools. Ms Aasland founded Naboen in
1996 togetherwithher husband, havingboth come from companies in the
oil industry.
“Wehad just solda company in theoil industryandwere ready to invest
inanewbusiness,wesaw therewasagreat potential fora rental business
inNorway,” she said.
“It was a tough start but we now have a NOK160million (€18.5 million)
turnover andemploy55people. I lovemy job, themost important factor is
the people that workwithme, and that iswhy I started a training and business development programme
in2010 –we train tomakeeachother better, by communicatingproperly, fosteringagood team spirit and
good co-operation - the concept is to be a good neighbour to one another. Naboenmeans ‘neighbour’ in
Norwegian.
“The challenging thingabout this industry is simply that hereareno shortcuts to success, it’sonlyhard
work. The training that I introduced for employees is both a challenge and agood thing, for instance. Our
mission is tobe thebest neighbour inNorway –wemadea five-year planwitheight goals to reachwithin
that time frame, with 2015 being the last year. They included establishing two new outlets in Oslo and
Haugesund, andboostingour annual turnover toNOK60million (€6.9million).
“We have actually achieved all eight of our goals from the five-year plan already. In fact, we actually
expect to see turnover increase to NOK225 million (€26 million) this year, mostly fuelled by our new
presence in Oslo – this is a big generalist rental service right in the capital, so we are expecting to see
growthas a result. Wehaven't hadapresence in the capital yet, so I would sayorganicgrowth features in
our future from this newdevelopment.
“I don’t think the retnal industy has an image problem when it comes to attracting women to senior
roles inNorway, but there are fewwomen in senior roles in the international side of the business.
"I have to say that I've been in the rental industry for almost 20 years, and have been quite lonely as
awoman. I don’t think recruitment in general is a problem – the industry needs to hiremorewomen into
senior roles, it is as simple as that. I don’t think recruitment ingeneral is a problem.
"I would warn any newcomers - male or female - that the rental industry is a very young, expensive
and exciting industry to work in. We need an innovative and skilled workforce tomeet the future needs
of the rental market.”
Gill Riley, founder/managing
director, GGRGroup
UK-basedGGRGroup specialises in the rental of glass vacuum lifters and
mini cranes, togetherwithpick and carry cranes, access platforms and
other smaller equipment.
“The company has been going 20 years this year,” Ms Riley said. “My
brother and I set up the company after we went to an exhibition, found
some vacuum lifting equipment and started renting them out to the
glassingmarket.
“Then we saw a mini crane at an exhibition, and after that we started
importing mini cranes, pick and carry cranes and other equipment. We
now import equipment from all over the world, directly employ over 100 people, with around 160 direct
and indirect employees altogether. Our turnover for 2014 was just under £20 million (€26 million) –
compare that toour initial investment of £5000 (€6596) andyou seehow far thebusinesshas come. I see
2015 beingour best year ever, withmore growth in 2016 aswell.
"I like the people in our industry and I like the industry itself - it is very interesting; there is always
something new going on. We are lucky to have some great people working with us - they are friends
really, it’sanicecompany.We’vealsogot agreat relationshipwith lotsof our customers, a lot of themare
friends andwe’ve been friendswith them for years.
“We are specialists, andwe are very good at what we do and have an excellent reputation. Health and
safety is very important tous, and you’ll find it’s not quite the samewith a lesser competitor.
“I don’t thinkwhengirlsgo touniversity they think ‘Oh Imight go intoconstructionor plant equipment’.
There are lots of families in this business, especially the crane side of things. The father would have
started it, then the sons become involved, and a lot of thewomengo into accounts.
“I’ve not actually come across toomanywomenmyself in plant and construction. I’m proud to say that
I have the first femalemini crane operator, and she’s good – she’s really good.
“Gettingahead in this industry is about hardworkandbelieving inyourself. Healthand safety is also so
important, I cannot stress that enough. Somanypeople ignore it - they focusonundercuttingpeopleand
trying to cut corners and it’s disgraceful.”
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