Rotrex Winches, the UK's leading winch specialists, has announced it will be returning its name to LGH Winches across its businesses in the UK, Netherlands, and Belgium from 1st May 2025. The decision is a strategic move that aligns with the company’s growth across Europe and is set to enhance its market presence under one globally recognised brand.
NIM Winches was founded in 1974, just four years after LGH (Lifting Gear Hire) was established by Bill Parkinson. In 1993, LGH acquired the NIM Group which was rebranded as LGH Winches. In 2007, when LGH exited the UK market to focus on North America and Europe, the winch division was retained but had to rebrand due to naming rights. It became Rotrex Group Ltd, with Rotrex Winches and Rotrex Onsite as its trading businesses. Rotrex Winches is now a market leader in specialist 360-degree winching solutions. It offers hire, sales, testing, training, refurbishment, manufacturing, design, installation, and servicing.
When LGH re-entered the UK market in 2017, Rotrex retained its name. Since then, LGH and Rotrex have increasingly collaborated by sharing teams, warehouses including the recently opened superhub in Erith, South East London, expertise, and services – forming one cohesive group. Moving forward, the business structure will remain the same with both operating independently as two separate legal entities with their own dedicated expert teams in sales, hire desk, and operations.
The core reasons for the rebrand are that LGH and Rotrex naturally complement each other in market sectors, sales activities, and product offerings. This means they are stronger together, and by unifying under the LGH brand, the winch division can be better integrated across Europe, where LGH is already well-established; primarily in Germany, the Netherlands, and Belgium. It will also enhance ongoing collaborations within its teams and continue sharing expertise between the two businesses.
Customers will benefit from a more efficient supply chain where lifting and winching equipment is required, an enhanced service offering, including bespoke lifting plans and servicing, and more diverse product ranges. There will also be a seamless transition meaning no disruptions and the same first-class teams, high-quality equipment, expertise, and service will be offered.
The new branding will be rolled out across all customer-facing channels including the new website. Any remaining branding will be phased out systematically to ensure alignment with operations and to minimise waste.
In an effort to further streamline the sales function and align strategies, Don Wilkinson has been appointed as Group Sales Director for both LGH and Rotrex Europe. Don joined Rotrex in 2016 as Operations Manager. He was then promoted to General Manager before taking on the role of Sales Director in 2023. Since his arrival, he has consistently demonstrated exceptional leadership and a keen understanding of the market. Under his guidance, Rotrex Europe has seen significant growth.
Andy Mault, CEO, said: "This transition marks a major step forward for our Group. Over the years, we’ve grown stronger together, and this move reinforces our ability to serve customers under one unified global brand. Our market and vision shape the way we work, grow, and innovate. This change streamlines operations, enhances customer support, and positions us for expansion—while honouring our legacy and 55 years of expertise in the industry."
Ian Parkinson, Chairman, said: "LGH Winches was, and will be, synonymous with specialist winching expertise. When we changed our name to Rotrex Winches, customers stayed with us because of our knowledge, service, and solutions, not just the name above the door. So, to those who remember LGH Winches, welcome back. For those who have worked with Rotrex Winches, nothing changes. For those discovering us for the first time, you’re joining a company with a rich history and an even stronger future. This is more than a rebrand. This is LGH Winches—back, stronger, and ready to grow.”
