Hire and Rental News - May 2019

INDUSTRY IN FOCUS The power behind your business for 30 years Global pumps, lighting towers and power generation equipment supplier AllightSykes has powered through tough market conditions, battling the threat of low cost, low quality competitor equipment with smarter business strategies and tailoring its equipment to suit customer needs to this year celebrate 30 years in business. G lobal reach with local knowledge is the foundation on which pumps, lighting towers and power generation equipment supplier AllightSykes has based its 30 years of business success. From small beginnings in 1988 in WA with just seven staff, the company, which brought together leading industry brands Sykes Group and Allight, today has more than 200 employees worldwide and supplies over 6000 products. This year the company is celebrating its 30 year anniversary. Peter Breen, an original founding father of the company and now the Executive General Manager Sales (Africa) said: “When Allight started, our mission was simple and single-minded; to sell and supply the best industrial lighting solutions on the market.” The acquisition of Newcastle based Sykes Pumps in 2011 brought a globally recognised brand into the company, changed the company names to AllightSykes, and introduced unique lighting solutions plus tailored water management solutions to its product line-up. The acquisition also brought expanded world-wide sales and support and enabled servicing of national and international markets across mining, municipal and civil. Key AllightSykes product lines now include FG Wilson generator sets, mobile lighting products (with many manufactured in-house), plus Perkins engines and Sykes Pumps. Big market changes AllightSykes CEO for three years, Paul Thompson, has overseen substantial growth and major improvements in product quality. “In the last decade, it’s become an increasingly price-sensitive market,” Paul said. “One of our biggest challenges has been the rise of new players entering the market offering our existing customers the alternative of low-cost but low-quality products. “To combat this, and remain competitive, I immediately set the entire worldwide team a big picture task; find innovative ways to identify savings and reduce supply chain costs. “It’s been absolutely central to our overall business strategy in recent years, to pursue competitive market advantages while still keeping our high-quality standards,” he said. As part of ASX-listed Seven Group Holdings, AllightSykes has quickly expanded its reach in the Australasian region to operate across Western Australia, New South Wales, Queensland, South Australia, the Northern Territory and in New Zealand. Even more, the company’s global reach extends to operational centres in the Middle East, North America and Africa. These are supported by three manufacturing facilities, two in Australia and one in Dubai. “It’s been a very successful business strategy. Our customers soon realised the cheaper alternatives represent short term thinking. “Any successful business understands high quality is a fundamental for long term growth, which is why AllightSykes has gone from strength to strength over the past 30 years. “Looking forward, I believe customer expectations will continue to rise in terms of product quality and performance, but especially in terms of aftermarket,” Paul said. “Additional service and support capability will be just as important as the product itself. Yes, we will continue to see clients driven by price, but overall we see expectations rising in terms of product design and support. “That’s why we continue improving product quality. Even more, we’re further extending our service network to ensure we always have our customers covered,” Paul said. “AllightSykes continues to focus on streamlining our supply chain while extending our product and service network. “Both our operations and product offerings are constantly reviewed so we are able to provide the most effective solutions and innovative equipment to our customers. “In fact, our dedicated in-house engineering services allow us to design and build bespoke units with direct customer input,” Paul said. “And by investing heavily in our Aftermarket business unit, we are able to provide service, parts and maintenance to customers that have their own mixed fleet, while we support our own supplied equipment.” Paul said AllightSykes would continue to focus on better understanding its customers’ future needs. “This is something we believe to be the key in providing true service value over time.” Over the next decade, Paul said the company would continue to grow its traditional markets, both nationally and internationally, and be responsive to evolving market demands. “As new technology advances, we will remain at the forefront of innovative design and manufacturing, building reliable, high-quality products our customers want, which in many ways, is the successful recipe behind our amazing growth over the past 30 years.” Global reach with local knowledge – the road to continued success By creating a long-term strategic focus on the concept of global reach and local knowledge, Paul said AllightSykes is the power behind many well-known global brands. “With our extensive global presence, including manufacturing hubs, distribution centres and a suite of offices dedicated to after- sales support, we are closer to the action than ever before. “With our integrated technology systems and advanced communications, we empower each staff member to connect and share with our international network of specialist expertise,” Paul said. n Visit: www.allightsykes.com AllightSykes pumps at Thiess Senakin in action AllightSykes new solar Light Tower P56 HIRE AND RENTAL NEWS MAY 2019