New lease of life for Linacre on eve of golden anniversary

03 Jun 2018


Celebrating 50 years in business next year, Linacre Plant Hire specialises in the hire and sale of power tools, site supplies, safety workwear and footwear and PPE to both professionals and DIY customers.

The company, which was recently bought out by Managing Director Chris Brennand, is currently undergoing a number of exciting changes, as it prepares for its celebratory year.

Chris said: “I bought into the company two years ago, initially coming in to help out the previous owner, develop the brand and put things into motion, with the plan being to take over once he was ready to retire.

“I saw an opportunity with a hidden gem of a business that was looking tired but had real potential. I have always been passionate about turning around businesses, Linacre was ageing and struggling to expand under its current form.

“Linacre is 50 years old next year, with its roots stemming firmly from St Helens. We are trying to revitalise the name and let people know about the exciting changes we are making.”

Chris is in the process of rebuilding Linacre by re-branding and refreshing the current store. He has recently introduced a new trade counter, colour theme, suppliers and stock. He also has ambitions to grow the brand by 2020 with the introduction of new stores.

In the spring the outside look will be brightened up, in line with the colour theme, and the existing car park extended.

“By the end of 2020 I aim to have five branches in the North West, two of those being within this region. It is quite a fast paced approach to get to that and this will be achieved by acquisition or opening new sites.

“I want to take Linacre back to its roots. In the 70’s Linacre was making about £1.5 million, which is the equivalent to about £9 million today. It was quite a big player for an independently run hire company with the suppliers and contractors we had dealings with.

“I have brought on board new people who have experience within the industry. My Branch Manager was with HSS for 33 years, so he comes with a wealth of knowledge and experience he can apply when dealing with customers” added Chris.

Linacre has the support of some key suppliers and customers including Pilkington, St.Helens Council, Knauf and Helena Housing, but also plans to re-engage with historic customers as they strive to grow and re-establish the brand.

John Balmforth, Branch and Sales Manager at Linacre Plant Hire, added: “There has been a lot of history with Linacre in the past, sometimes you can lose touch with your customer base.

“It’s really important to us to get back in touch with our customers and build bridges, firstly to remind them we are still here and secondly to give more information about what we do.

“We want the customer experience to be so good that we gain custom through repeat customers and word of mouth.

“We encourage all customers new and old to visit the store, come in and find out about all we have on offer.”

To find out more about the products and services available at Linacre Plant Hire visit their website or visit the store on Boundary Road, St Helens.