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. 

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Ollie Hodges Publisher Tel: +44 (0)1892 786253 E-mail:
Belinda Smart
Belinda Smart Editor Tel: 44 (0)1892 786209 E-mail: