The Coast Crane Co subsidiary of Essex Rental Corp has broadened its brand offerings by adding the product line from the cranes segment of Terex Corp.

Terex Cranes appointed Coast to distribute its products in the US states of Alaska, Hawaii, Idaho and Montana and territory of Guam; Canada's province of British Columbia and territory of the Yukon; and the Republic of the Marshall Islands.

Also, Coast Crane in some of its 14 locations in the West represents 16 other materials handling equipment manufacturers including the Manitowoc, Grove, Tadano, JLG, Manitex, Manitou and Little Giant brands.

"We believe the addition of Terex's entire crane product line will be very beneficial to our existing customer base, while opening up new opportunities for our sales force," says Terry Howard, president of Coast Crane in Seattle.

In addition, Coast Crane and Essex Rental ordered 20 Terex cranes with a retail value of more than USD15 million. The order includes a mix of telescopic cranes as well as Essex's first Terex lattice boom crawler crane. Coast Crane will offer the cranes purchased for sale or rent.

"The ability to rent Terex cranes through (subsidiaries) Coast Crane and Essex Crane will significantly enhance Coast Crane's opportunities to provide our customers with the broad range of lifting solutions they need," says Ronald Schad, Essex Rental president and chief executive officer.

A start-up predecessor of Essex Rental Corp was incorporated in Delaware in August 2006 and acquired substantially all of Essex Holdings LLC in October 2008 for USD215.5 million. An Essex entity acquired substantially all assets and certain liabilities of Coast Liquidating Co in a November 2010 bankruptcy proceeding for USD103.2 million.

Publicly traded Essex Rental of Buffalo Grove, Illinois reported a loss of USD9.57 million on 2010 sales of USD41.5 million. Of the total sales, Coast operations accounted for USD5.4 million from 24 November to 31 December.