Red Rhino Brings New Distributor on Board to Grow UK Sales

Lincolnshire-based crusher and screener manufacturer, Red Rhino, has widened its market reach after signing an agreement with leading UK agriculture, groundcare and construction equipment distributor, Russells. This new partnership began on 1st January 2023.

Situated in Grantham, Red Rhino was acquired in 2009 by Winfield Engineering who have over 50 years of specialist engineering experience in the supply of agricultural and commercial fabrications. 

Red Rhino’s product range includes crushers suited to small-scale construction and demolition projects, as well as larger remote controlled crushers and screeners with the ability to crush and organise material such as concrete, brick and other building waste into reusable material.

The business, which manufactures its products in the UK, has enjoyed significant growth over recent years and continues to attract new customers worldwide. The business is now looking to expand further and has looked to UK machinery distributor Russells to support further growth.

Established in 1921, Russells is a family business with offices in Yorkshire, Northamptonshire and Derbyshire. It specialises in distributing equipment such as tractors, combine harvesters, plant and groundcare machinery and recently saw a gap in its offering for high quality crushers and screeners to meet the needs of construction and demolition firms.

Having already placed orders, the partnership will see Russells starting to take delivery of new machines during January and February with a planned increase of sales and intake phased throughout the year. This will benefit both businesses’ ambitious growth and plans within new markets. 

Speaking about the partnership, Laura Winfield, Director at Red Rhino said, “Organic growth has been strong over recent years and we’re in a good position within the marketplace,”

“People recognise us for our service and commitment to designing and manufacturing crushers and screeners of unrivalled quality and reliability. Everything is designed and manufactured in house and our customers love the fact that they know how and where something is made and the time we take to guarantee a high specification of product,”

Laura continues, “Partnering with Russells only helps to enhance our reputation. Russells is a trusted name in the industry which people respect. Our values very much align, with both businesses being family owned - so we knew once we sat down together that this was a relationship with real potential. We’re delighted to welcome Russells onboard as our new exclusive UK distributor and look forward to a long and fruitful relationship.”

Jim Nash, Group Sales Manager at Russells says, “Russells is always looking for new and exciting franchises. Our current drive into Renewables for the Construction industry has driven our passion to facilitate a greener future. Our partnership with Red Rhino is a logical step. Recycling produce is high on the agenda for the construction industry and other trades, and Red Rhino have the solution with their outstanding range of machines.  

Red Rhino share similar values to our own when it comes to quality products and reliable aftersales service,  so we know this partnership will be beneficial to our customers old and new.”