Rebranding Reid

The Rationale

Today marks an important step in our evolution as a business after 30 years of sustained growth and development. From this day onwards we will be known and seen as simply ‘Reid’.

For many years, Reid Lifting has been synonymous with high-quality, innovative, lifting and safety solutions; that heritage remains a core part of who we are and something we are incredibly proud of.

However, in recent years our business has grown beyond lifting.

We now operate across a broader set of industrial sectors and provide solutions for a varied range applications, from safety and access to more integrated solutions that support critical operations in utilities, infrastructure, and industrial environments.

Reid Lifting > Reid

The name Reid Lifting, while strong, anchors us to a single product category; it doesn’t fully reflect the breadth of what we do today, or where we are going in the future.

By evolving to simply Reid, we are creating a brand that is more versatile, more future-facing, and better aligned to our strategic direction and future vision.

This change allows us to:

• Expand more credibly into adjacent and emerging sectors
• Position ourselves as a broader solutions provider, not just a product company
• Support innovation across new technologies and applications
• Build a unified brand that can scale with the business over the long term
• Ensure full control of our IP in all global markets

Importantly, this is an evolution for Reid and not a departure from our heritage.

Our commitment to quality, safety, engineering excellence, customer service and trust remains unchanged. The products, expertise, and values that built Reid Lifting continue to sit at the heart of the Reid business.

What will change is our ability to grow, without being constrained by how we are perceived.

The Future

Reid is a brand for the future: broader in scope, stronger in positioning, and ready to support the next phase of our journey.

Over the coming weeks and months our team will work closely with our channel partners to ensure a smooth transition and support opportunity, especially in digital alignment and online platforms to ensure a unified approach and coherent message to end customers.

We are truly excited for this next stage of Reid’s journey.

Simon Luke
CEO, Reid