Specialty Rentals and Attachments marks its 25th anniversary with a journey from humble beginnings to a thriving business. Founded by Bob Harrell in 2000, the company offers a unique service of renting heavy equipment attachments alongside machinery. The emphasis on customer service and quality has propelled its success, carrying a legacy of family values and commitment to excellence as it continues to expand its reach across the East Coast and internationally.
Specialty Rentals and Attachments logo
As Specialty Rentals and Attachments celebrates its 25th anniversary in 2025, the Hammonton, N.J.-based company is reflecting on its journey, growth and the values that have fueled its success.
Before founding Specialty Rentals, Bob Harrell gained valuable experience in the heavy equipment sector. Straight out of college, Harrell began his career in a parts department at an equipment dealership and would eventually work in multiple roles at multiple companies, spending time as a sales manager at several dealers across New Jersey.
While working in these roles, Harrell noticed a gap in the market. Contractors, who only needed specialized attachments for short-term projects, were often left with no option but to either buy expensive equipment or work without the right tools. He saw an opportunity: contractors needed access to high-quality, specialized attachments without the hefty investment, and there wasn't a reliable solution in place. This realization would lead him to take a leap of faith and found Specialty Rentals and Attachments in 2000.
The business began in Winslow, N.J., where Harrell started with a modest fleet of rental attachments sourced from various dealers. But as the business grew and its reputation spread, so did the need for more space and a larger operation. In 2010, Specialty Rentals moved to a new larger facility in Hammonton, N.J. Today, the business operates on seven acres of land, with a 3,000 sq.-ft. office and four service bays.
From the start, Specialty Rentals set itself apart by offering a unique service — renting heavy equipment attachments alongside the machinery itself. Unlike traditional dealers who focused on selling equipment, Specialty Rentals understood that many contractors only needed machinery for short-term projects. Harrell's decision to provide both machines and attachments for rental proved to be a game-changer. Today, the company offers a wide range of equipment rentals, from 16,000-lb. excavators to 180,000-lb. machines, available with more than 125 different attachments.
Specialty Rentals carries attachments from leading manufacturers such as Genesis, Rammer, Fecon, Kenco and many others. These attachments are all new, ensuring that contractors have access to top-tier equipment that meets the highest standards of quality, according to the company. Specialty Rentals also offers used equipment and attachment packages for customers who decide to purchase after renting.
Commitment to Customer Service
What truly sets Specialty Rentals apart, however, is its unwavering commitment to customer service, according to the company. Approximately 85 percent of the company's business comes from rentals, but what keeps customers coming back is the service they receive.
"We treat every customer with respect, providing fast, reliable solutions whenever issues arise," said Bobby Harrell, the company's vice president and Bob's son. "Whether it's a minor maintenance issue or a more significant breakdown, Specialty Rentals is known for its quick response times, often dispatching our technicians within the hour to minimize downtime.
"Our reputation is everything," he added. "We have customers who keep coming back because they know we're going to take care of them … no games, just honest, hard work."
The company maintains a fleet of service trucks, along with a team of skilled technicians, welders and fabricators who work hard to keep equipment in top condition. The company also has the ability to customize attachments for specific job sites, ensuring that every customer gets exactly what they need.
Family Legacy
For Bobby Harrell, the story of Specialty Rentals is not just about business; it's a story about family. Bobby has been with the company for nearly 15 years, learning from his father every step of the way. In particular, Bobby admires his father's reputation and integrity.
"There's not a single person out there who has a negative thing to say about him," Bobby said. "He's been in this business for 40 years, and he knows when to take risks and when to play it safe. He's built this business on honesty, and I try to do the same."
Bob's approach to business has not only helped the company grow but also cultivated a strong team. Several employees, including one technician who has been with the company since day one, have remained loyal to Specialty Rentals for over two decades. This low turnover rate has been crucial in maintaining the quality of service the company is known for.
Looking Ahead
As Specialty Rentals and Attachments enters its 25th year, the future is bright. The company continues to grow, serving customers up and down the East Coast and across the country from Maine to Florida to Texas, and even internationally in places like the Bahamas and Bermuda.. The goal remains the same: to provide the best equipment and the best service possible to every customer.
But even as the company looks to the future, it doesn't forget its roots.
"We just want to thank all of our customers for their loyalty over the last 25 years," said Bobby. "Without them, we wouldn't have a business. And we're grateful to have such a great team of employees who've been with us for so long." CEG
Craig Mongeau
Craig Mongeau has been Construction Equipment Guide’s editor in chief for the past 21-plus years. He directly manages CEG’s Northeast and Southeast editions (which includes New England, Georgia and Alabama state supplements); Superintendent’s Profile; Crane Guide; Northeast and Southeast-based anniversary magazines; and special event publications. He also oversees CEG’s Midwest and Western Editions as well as all CEG website content.
A Hofstra University graduate, Craig began his publishing career as a staff writer for local Southeast Pennsylvania newspapers. He then became an associate editor and book editor of Springhouse Corporation, a Pennsylvania-based medical publishing house and then worked as a managing editor of Rockhill Communications, based in Bala Cynwyd, Pa., where he created and managed content for a national Voluntary Hospital Association website.
Originally from Pittsfield, Mass., Craig has lived in North Wales, Pa., for the past 27 years. He has been married to his wife, Hillary, whom he met in college, since 1998 and together, they have two daughters, Jolie and Aubrie.
Read more from Craig Mongeau here.
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