It’s not every day when somebody calls a rental center and says they want to rent “Lucille.” At least not in an equipment rental center! But it happens at Fagan High Reach & Equipment in Newark, Calif., where atrium lifts and other aerials in the company’s fleet have names. What’s more important – and you can read about this in this month’s cover story beginning on page 16 – is that Fagan has an effective niche, a unique place in the ...
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