Garic has appointed Asif Latief as its new Chief Executive Officer, supporting the company's ongoing transformation and commitment to innovation, customer value and sustainability.
Asif will join Garic on 17 November, working alongside Interim CEO Brian Sherlock during the brief transition period. Brian will then return to his role as non-executive director on 1 December, when Asif will formally assume his CEO responsibilities.
Asif Latief brings over 23 years of experience within the hire Industry, during which he has held leadership roles in A-Plant (Sunbelt Rentals), Boels Rental and Speedy Hire, where he worked as their Chief Commercial Officer. He is active in the wider hire sector, working closely with the European Rental Association (ERA), Construction Plant-hire Association (CPA) and as a Director of the Hire Association Europe (HAE), where he is also champion of the industry-wide #UnitedforMentalStrength campaign.
His appointment comes at a pivotal time for Garic, following the successful rebrand in 2024 that repositioned the company as a leading sustainable site solutions provider.
"I’m excited to be joining Garic at such an important moment in its journey. What attracted me to the business is its strong set of values, centred around people, trust, and doing the right thing," he said. "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."
"We are delighted to welcome Asif to Garic. 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," added Garic Chairman Jonathan Lewis.
“Garic’s refreshed brand reflects a strategic shift towards innovation, customer value, and sustainability. Asif’s leadership will be instrumental in accelerating this vision, ensuring Garic continues to deliver equipment-as-a-service solutions that meet evolving customer needs and environmental standards.
“On behalf of the Board, we also extend our sincere thanks to Brian for his valuable contribution as Interim CEO."
