GARIC has announced the appointment of Asif Latief as the firm’s new CEO.
The site solutions specialist, which is a subsidiary of Bibby Line Group, said the move supports Garic’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 a brief transition period. Brian will return to his role as non-executive director in December, when Asif formally assumes CEO responsibilities.
Asif has over 23 years of experience within the hire industry, including leadership roles at A-Plant (Sunbelt Rentals), Boels Rental, and most recently, Speedy Hire, where he worked as chief commercial officer. He is active in the wider hire sector working 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 #UnitedforMentalStrength campaign.
Asif’s appointment follows a rebrand for Garic last year, which was designed to reposition the company as a leading sustainable site solutions provider.
“I’m excited to be joining Garic at such an important moment in its journey,” Asif 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 Bibby Line Group, added, “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.
“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.”
