Altra Rental & Supply is a leading provider of equipment, tools, and supplies to contractors in Ontario, NY. The company was founded 25 years ago by Jim Pedulla, a former contractor who noticed that there was a lack of rental stores that understood the needs of contractors.
According to Jim Pedulla he started Altra because he was getting so many requests from his friends to borrow tools and equipment, in part because it was difficult to find what you needed from the current options.
“In my days as a contractor, I could never find a rental store that understood what we needed; in general, you were lucky if they knew enough about the equipment they were renting out,” Pedulla said.
His goal now is to give every contractor who walks in exactly what they need.
“It may not exactly be what they came in for, but it is what’s going to save them money, or time, or both,” he said.
What began as a modest home has expanded into a 20,000 square foot facility with a 12,000 square foot showroom, offering row after row of consumables, tools, and supplies neatly and tightly packed from floor to ceiling. Altra carries a full line of items that contractors are likely to need, from flashlights to power tools, oil to belts, augers to buckets and much more. As crowded as the store may look, there’s wisdom behind the arrangement.
“When you walk down the aisles, you’re bound to remember at least two or three other things that you needed or may soon be needing,” Pedulla explained. “Our customers are perennially short on time, and they appreciate this memory-jogging setup.”
Pedulla understands that quality tools are essential for professionals who want to deliver exceptional results. That's why he prioritizes professional value over affordability. While the tools may not always be the cheapest on the market, he assures that they are of the highest quality and provide a superior performance.
Investing in high-quality tools can save professionals time and money in the long run by reducing the need for constant repairs and replacements. The tools are designed to last, enabling professionals to complete jobs more efficiently and effectively. He believes that professionals deserve the best tools available to help them achieve their goals and build successful careers.
Pedulla recognizes that buying isn't always the best choice and understands the benefits of renting equipment. By opting for rentals, individuals and businesses can save time and money, while also promoting sustainability and reducing their environmental impact.
“From a business point of view, a short-term need doesn’t justify a purchase, and a rental becomes the ideal solution,” he said.
When asked about his business strategy, Pedulla named what he considers the three basic components – focus, signature service and convenience. By “focus” Pedulla means finding out who are Altra’s core customers, and then supplying what those customers are looking for, instead of trying to be all things to all people.
“Figuring out the proper mix was a crucial step – and one that took us some time,” he said, explaining that he caters to a diverse clientele comprising of masons, framers, roofers, general contractors, farmers, excavators, as well as individuals and businesses from the industrial and commercial sectors.
That first advantage, focus, ties in with Altra’s second principle, providing signature service. To explain the meaning of that statement, Pedulla uses an example,
“Often a contractor would come looking for a certain piece of equipment, let’s say a backhoe, and ends up renting a mini excavator instead; that’s because we believe it is our responsibility to have input on the decision-making process, to put our experience to work for our customers.”
Adding to that signature service Pedulla and his staff distinguish themselves from the competition by using their expertise, staying knowledgeable, and understanding what contractors need.
“My staff and I have years of experience as contractors ourselves, and our customers can tell right away that we know what we’re talking about; we understand what contractors need and we carry all those items.” He said.
Finally, Altra Rental & Supply is committed to providing convenience to its customers. The store is located on a well-traveled road and is open early, making it easy for contractors to stop in on their way to a job site. Altra carries full lines of all the items that contractors are likely to need, so contractors can get everything they need in one place, whether it be a new purchase or a piece of rental equipment.
In addition to taking care of their customers, Altra is devoted to showing it’s support to the local community.
“At Altra Rental & Supply, we believe in giving back to our community. That's why we make a conscious effort to support local distributors and manufacturers whenever possible. By doing so, we contribute to the local economy and strengthen the connections we have with our neighbors.”
No matter how much Pedulla has accomplished he wants to continue growing to be able to better serve his customers. His mission has remained the same since he started the business over 25 years ago: To improve our services, expand our product offerings, and be there for our customers whenever they need us.