News

Garic appoints new sales director

Garic has appointed Luke Bell as Sales Director as the company continues to expand its commercial operations and support the growth of its core hire business and Garic+ supplier network.

Bell joined the business on 29 June, bringing more than 15 years of experience in the equipment hire sector. His career includes 13 years at HSS Hire, where he progressed through a number of senior commercial roles, including Business Development Director, before spending more than two years with Caterpillar as a Senior Strategy Consultant. In that role, he worked across Europe, the Middle East and Africa, supporting regional strategy and commercial development.

Commenting on his appointment, Luke said:

"Great businesses are built on two things: a team that’s genuinely empowered, and customers who feel the difference. I’m joining with a clear ambition — to foster a culture rooted in trust, collaboration, and continuous improvement, where delivering what matters isn’t the exception, it’s the expectation. I’m excited to help shape what that looks like at Garic."

Garic Chief Executive Officer Asif Latief welcomed the appointment, saying:

"I’m delighted to welcome Luke to Garic at such an important point in our journey, as we continue to invest in the business and position ourselves for further growth.

Luke brings a strong track record in our sector, alongside well-established industry relationships that will be invaluable as we continue to strengthen our commercial offering and deliver for our customers.

Just as importantly, there is a clear alignment in values — particularly around putting customers first, empowering our people, and building a high-performance culture, which makes him an excellent fit for Garic. I’m really looking forward to working with him as we take the business forward."

The appointment comes as Garic continues to invest in its UK operations, including the opening of its Reading depot, the expansion of its product offering and infrastructure, and the continued development of Garic+, its network of trusted suppliers. The company says these investments are designed to help customers improve efficiency, reduce emissions and deliver better project outcomes.