Redstar Equipment rebrands

Redstar Equipment, distributor of Atlas Copco generators, compressors and lighting equipment in Australia, has rebranded under the CEA banner and will now be known as Atlas CEA.

CEA is the exclusive distributor of JCB construction and agricultural machinery as well as Dynapac compaction and paving equipment in Australia.

The move is part of CEA’s plan to consolidate all its brands to enhance service and distribution in the country.

“Our mission is one of continuous growth and expansion with CEA as a market leading distributor of globally recognised equipment brands, dedicated to enhancing our service and product offerings for customers in the rental, construction, mining and agricultural industry,” said CEA CEO, Hylton Taylor.

“For customers of Redstar Equipment, they will continue to receive the same quality service, after sales support and market leading Atlas Copco products.

“The only difference they will notice is the change from Redstar to the Atlas CEA brand. Under one brand, we are in a better position to manage the marketing, distribution and overall servicing of all our suppliers’ equipment and give our customers clarity on which entity they are dealing with.

“This initiative will bring greater recognition to the CEA name and ultimately, we expect will deliver long terms benefits to our dealers, branches and customers.”

Atlas CEA will continue to operate out of its four branches and is expected to continue expanding its dealer network.

In addition, the Sydney CEA dealership is relocating to a new $27 million state-of-the-art facility in Horningsea Park later this year.

The facility, located at Bringelly Business Hub, Leppington, totals 22,000sqm and will house a workshop, warehouse and operational areas, including 1,575sqm for a showroom for JCB, Atlas Copco and Dynapac equipment.