Asif Latief joins Garic as CEO

Garic has appointed Asif Latief as its new chief executive officer, succeeding interim CEO Brian Sherlock, who will return to his position as non-executive director on Dec. 1. Latief begins Nov. 17 and will work with Sherlock during a short transition period.

Latief brings more than two decades of experience in the equipment hire industry, having held senior roles with A-Plant (now Sunbelt Rentals), Boels Rental and most recently Speedy Hire, where he served as chief commercial officer. He is active within the broader hire sector through the European Rental Association (ERA), Construction Plant-hire Association (CPA) and Hire Association Europe (HAE), where he also leads the #UnitedforMentalStrength campaign.

Asif Latief. (Photo: Garic)

His appointment follows Garic’s 2024 rebrand, which repositioned the company as a leading provider of sustainable site solutions.

“I’m excited to be joining Garic at such an important moment in its journey,” Latief said. “What attracted me to the business is its strong set of values, centred around people, trust and doing the right thing. These values closely align with my own, and I look forward to working with the team to build on Garic’s reputation for excellence and drive forward its commitment to sustainable site solutions.”

Jonathan Lewis, chairman of Garic and CEO of parent company Bibby Line Group, said Latief’s leadership experience and sector knowledge will strengthen Garic’s long-term strategy.

“We are delighted to welcome Asif to Garic,” Lewis said. “His deep industry expertise and proven leadership make him ideally placed to guide the business through its next chapter. Asif is widely recognised for building businesses that excel in customer service, collaborative culture and operational performance.”

Lewis added that Garic’s updated brand represents “a strategic shift towards innovation, customer value and sustainability,” and that Latief’s leadership “will be instrumental in accelerating this vision.”