Sunbelt Rentals has acquired Pride Equipment Corp., a leading provider of aerial equipment rental services to the New York metropolitan marketplace. Pride, founded in 1970, is a family-owned rental company owned by the Noto family.

Pride is one of the largest independent aerial equipment rental companies in the United States. Terms of the transaction were not disclosed.

“This acquisition further enhances Sunbelt’s position in the important New York City market,” said Geoff Drabble, chief executive of Ashtead Group plc, Sunbelt’s U.K.-based parent company.

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