Mediterranean makeover: Five things we learned from Tesya’s rental rebrand

Vincent Albasini, chief executive of the rental division of Italy’s Tesya Group, is thinking big.

Vincent Albasini, CEO of Alayan, speaking in Milan upon the unveiling of the new brand name.

Having joined from Switzerland-based Avesco Rent in August, last month the company announced a complete rename, incorporating the Italian business CGTE, Spanish business Finanzauto Rental and Portuguese business Emerent into one uniting brand - Alayan.

It’s a name, the company says, based around the English word ‘ally’ which aims to not only position the business for greater market visibility, operational efficiency, and long-term growth, but also underlines the fundamental shift in the relationship between Alayan and its customers from being based around rental transactions to more of a partnership.

Speaking to IRN at its official unveiling in Milan, Vincent Albasini, CEO of Alayan, says the move is part of the company’s aggressive expansion plans aimed at capitalising on a recent surge in demand for construction equipment across Southern Europe on the back of economic growth in its heartlands of Spain, Portugal and Italy.

1. A unified identity 

Albasini says that by rebranding and bringing together CGTE, Finanzauto Rental, and Emerent under the single name Alayan, the company hopes to present a more cohesive identity to customers at a time when demand is increasing significantly.

He also hopes to highlight the fact that the company is active across multiple sectors, including earthmoving, power, and modular buildings, all of which, he says, will benefit from new investment.

The move comes at a time when economic growth in the region is outpacing the rest of Europe.

The company wants to position itself as a “multi specialist” that provides fully integrated solutions to its customers. (Photo: Alayan)

Spain especially has seen a significant boom with GDP increasing last year by around 3.2%, almost five times the eurozone average and more than the USA, which has driven up property prices and is fuelling construction demand.

Albasini also points out that the winter Olympics in Italy next year will create significant rental demand, particularly for infrastructure-related projects.

Additionally, he says recent changes to tax incentives in Italy, designed to support infrastructure development and private building renovations, provide further opportunities for Alayan to expand its business.

“Our commitment to the future translates into continuous investment in people training, technology, and fleet modernisation,” he says. “We aim to provide cutting-edge equipment featuring high-quality standards as well as delivering excellence in support services.“

2. Aggressive growth plans, including fleet expansion

Alayan is backing up its rebrand with substantial investment. The company has earmarked €100 million in 2025 to expand and renew its rental fleet as part of a broader plan to strengthen Alayan’s presence in its core markets in Southern Europe where it expects demand for construction equipment to continue to strengthen.

This investment will focus on key areas such as power rental, lifting equipment, modular space, and light tools.

In addition to fleet expansion, the company plans to open seven to eight new branches in Italy, Spain, and Portugal, bringing its total number of locations to 58.

Meanwhile, the company expects revenues this year to be around the €220-€250 million (US$239-US$272 million) mark. Additionally, the company is prioritising investment in its staff through the creation of its “Academy” initiative.

3. Acquisitions to drive expansion

While organic growth is a priority, Alayan is also actively seeking acquisitions to enhance its capabilities.

The company is particularly interested in specialist rental firms with deep expertise in specific segments, such as modular space solutions.

The company will invest €100 million in fleet this year. (Photo: Alayan)

Albasini says that acquisitions of small to mid-sized businesses with strong market knowledge can help Alayan accelerate growth and diversify its offerings.

The company has already made moves in this space, acquiring modular solutions provider Strutture in Italy in November 2024.

He suggests that similar acquisitions could help Alayan scale up quickly in other segments, enabling it to offer more comprehensive solutions to customers.

4. Southern Europe First, but more markets on the radar

Italy, Spain, and Portugal remain the core focus, but Alayan is also exploring opportunities in new regions.

The Balkan market is of particular interest, with Albasini highlighting long-term potential driven by infrastructure development and housing projects.

Although no firm plans have been announced, the company hinted at possible expansion moves in the coming years.

Albasini says that while the Balkan market is still developing, it presents opportunities for future investment, particularly as he expects demand for rental equipment to grow in the region.

5. Re-thinking customer relationships

Under its new name, Albasini says Alayan is looking to move beyond a product-based approach to a solutions-based strategy. The focus is on providing comprehensive packages that meet customers’ diverse needs, rather than simply renting out equipment.

Albasini wants Alayan to be seen as a “multi-specialist,” offering tailored solutions for different industries, from construction and power to modular space and smaller tools.

He says that Alayan believes it can better serve a wider range of customers by emphasising expertise in various applications rather than just equipment.

A full interview with Vincent Albasini will be published in IRN in the coming weeks.