HLL Hyreslandslaget acquires Herok Group

Svensk FöretagsFörmedling has been an advisor in a corporate transaction within machine rental, in which HLL Hyreslandslaget AB has acquired Herok Group AB. Two family-owned rental companies with strong local roots, long experience and a shared view on customer-focused decision-making are now joining forces.

Herok, which operates in ten locations and rents out various types of machines, vehicles and accessories to construction and civil engineering customers. HLL is one of Sweden's leading machine rental companies and supplies the Swedish construction and civil engineering industry with machines, lifts, cabins and site huts. HLL has 26 depots with a focus on the Stockholm area and along the east coast, while Herok holds a strong position in the Mälardalen region with depots in, among other places, Enköping, Västerås, Eskilstuna, Örebro, Karlskoga and Karlstad.

Reinvestment after the sale of the company

As part of the transaction, the sellers are reinvesting a substantial portion of the purchase price in HLL and thereby become long-term co-owners alongside the current owners. The companies will continue to operate under their respective company names and brands. Together, they see good opportunities to continue developing the business through an expanded depot network, a complementary machine fleet, increased purchasing power and improved utilisation rates.

Shared values behind the corporate transaction

Both HLL and Herok have grown out of a tradition where people, local commitment and proximity to the customer are at the centre.

– For us, HLL felt like the obvious partner. We share the same culture, the same view of always putting the customer first and the same decentralised philosophy where decisions are made close to the business. We are proud of what we have built and see great opportunities to continue developing it together, says Per Karlsson, CEO and co-owner of Herok.

HLL also emphasises the shared value base and the long-term opportunities.

– Herok has been built on the same values as HLL. We have worked closely together for a long time and now see that we have the capacity to build something really big together. We welcome everyone at Herok into the HLL family, says Karl-Oskar Engström, CEO and co-owner of HLL.

Svensk FöretagsFörmedling advisor in the process

– We chose Mikael Johansson at Svensk FöretagsFörmedling as our advisor because we wanted an experienced and business-driven partner in the process. He has done a very good job and been a great support in the negotiation with HLL Hyreslandslaget, says Rikard Rosander, majority owner of Herok.– It is truly gratifying that Herok's expansion now continues together with HLL. Early on in the discussions, both parties concluded that this felt like a very strong match, says Mikael Johansson, advisor at Svensk FöretagsFörmedling in Värmland and Örebro.

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