Effective 1st May 2025, Rotrex Winches will be officially renamed LGH Winches, uniting the business under one globally recognised brand across the UK, Netherlands, and Belgium.
The announcement comes as part of a strategic alignment with the company’s continued growth across Europe and reflects an effort to strengthen its market position by leveraging the global LGH identity.
Founded in 1974 as NIM Winches, the company’s legacy is deeply intertwined with LGH (Lifting Gear Hire), which was established by Bill Parkinson in 1970. LGH acquired the NIM Group in 1993, subsequently rebranding it as LGH Winches. However, following LGH’s exit from the UK market in 2007 to concentrate on North America and mainland Europe, the winch division was retained but renamed due to trademark restrictions. Thus, Rotrex Group Ltd was born, operating under Rotrex Winches and Rotrex Onsite.
Rotrex Winches has since become a leader in comprehensive 360-degree winching solutions, offering an extensive portfolio that includes equipment hire and sales, testing, training, refurbishment, manufacturing, design, installation, and servicing.
When LGH re-entered the UK market in 2017, Rotrex retained its branding. However, the two companies have since evolved into a collaborative powerhouse—sharing resources, warehousing facilities such as the newly established superhub in Erith, South East London, as well as personnel and technical expertise. Despite the name change, both businesses will continue to operate independently as distinct legal entities, each with dedicated sales, hire, and operations teams.
The rebrand is being driven by the natural synergy between LGH and Rotrex in terms of market sectors, sales activity, and product offerings. According to the company, “they are stronger together,” and a unified brand will facilitate greater integration across key European markets such as Germany, the Netherlands, and Belgium.
Customers can expect a seamless transition, with continued access to the same high-quality teams, equipment, and services—now enhanced by a more integrated supply chain and broader service capabilities, including custom lifting plans and a wider range of products.
The updated branding will appear across all customer-facing platforms, including a new website, with existing Rotrex branding to be phased out in a systematic, sustainable manner.
In line with the rebranding strategy, Don Wilkinson has been appointed as Group Sales Director for both LGH and Rotrex Europe. Don began his career with Rotrex in 2016 as Operations Manager and later advanced to General Manager, before becoming Sales Director in 2023. His leadership has been instrumental in driving substantial growth within the organisation.
Commenting on the transition, Andy Mault, CEO, said: “This transition marks a major step forward for our Group. Over the years, we’ve grown stronger together, and this move reinforces our ability to serve customers under one unified global brand. Our market and vision shape the way we work, grow, and innovate. This change streamlines operations, enhances customer support, and positions us for expansion—while honouring our legacy and 55 years of expertise in the industry.”
