Mills rebrands to reflect growth and vision

By Belinda Smart19 November 2021

Leading Brazilian rental company Mills is repositioning its brand with the launch of a new visual identity, which the company said reflects its growth, innovation through digital technology, sustainability and commitment to the shared economy business model.

Mills, which specialises in equipment for working at height, released a statement today confirming it was “in full organic and inorganic expansion.”

Logo Mills Mills’ new visual identity.

The company said it was developing projects “including the expansion of operations in the Brazilian territory with new partnerships, investments in equipment and technology, and improvements in its governance model aiming at integrated economic, social and environmental results.”

Mills has also updated its mission statement to “Security to dream higher “ which it said encompasses sustainability, diversity, ethics and better service experiences.

The company said the new logo and statement are designed to position Mills as a people-centred business that supports achievement and provides leadership and quality in the rental industry, building on its growth to date.

Sergio Kariya Sergio Kariya, Mills CEO.

During 2021, Mills reported a growing commercial and operational performance. In Q3 2021 it reported R$79.6 million adjusted EBITDA (116,7% growth compared to Q3 2020).

Mills has also introduced new services such as Mills Freight, “a solution to manage logistics throughout the leasing process” and provide companies with options of scheduling, booking and guaranteeing the equipment delivery by scheduled date, with cargo insurance and tracking.

Its recently updated website includes a Customer Experience area, to support equipment rental “with three clicks and agile interactions”,  where customers can choose equipment for each type of work at height and request services such as technical assistance, training, freight and parts sales.

Sergio Kariya, Mills CEO, said, “Mills is renewing itself, with a new brand and a new positioning to increasingly reflect our leadership in the equipment rental industry. Our purpose is bringing security to our customers’ operations based on innovative solutions and diversified product line.”

Mills has the largest fleet in Latin America equipped with telemetry, he added, confirming the company has also recently focused on building a clean energy fleet through the purchase of electric and hybrid machines, and developing engineering projects to extend the  life of batteries, tyres and other assets.

The company also recently secured certifications for GPTW (Great Place to Work) and Women On Board (WOB) initiatives. 

Delivered directly to your inbox, Access, Lift & Handlers Newsletter features the pick of the breaking news stories, product launches, show reports and more from KHL's world-class editorial team.
Featured Training From Easybook
NYC SST Online Training

The clock is ticking… Construction workers in New York City – have you fulfilled your required Site Safety Training (SST)? Get your SST card online now

Latest Events
Early Bird discount expires at month’s end for SAIA’s Committee Week 2023
Scaffolding professionals will meet in Phoenix get council updates, set goals, get training and discuss industry issues
New IAPA equality, diversity and inclusion category announced
The EDI award is now open for entries and celebrates the creation of truly diverse workplaces 
‘Live by ANSI standard’ urges IPAF’s Peter Douglas
IPAF CEO uses ALH Conference to urge full adoption of ANSI safe use standard
Off-Highway Research

The gold standard in market research

Off-Highway Research offers a library of more than 200 regularly updated reports, providing forensic detail on key aspects of the construction equipment industry.

Our detailed insights and expert analyses are used by over 500 of the world’s largest and most successful suppliers, manufacturers and distributers, to inform their strategic plans and deliver profitable growth.

Click here to visit our website

Lindsey Anderson Editor, Access, Lift & Handlers Tel: +1 312 929 4409 E-mail:
Tony Radke Sales Manager Tel: +1 480 478 6302 E-mail: