News Item: Garic Appoints New Chief Executive Officer to Lead Next Phase of Growth
Garic, a leading provider of sustainable site solutions and a subsidiary of Bibby Line Group, has appointed industry leader Asif Latief as its new Chief Executive Officer. This strategic appointment supports Garic’s ongoing transformation and commitment to innovation, customer value, and sustainability.
Asif will join Garic on 17th November, working alongside Interim CEO Brian Sherlock during a brief transition period. Brian will return to his role as Non-Executive Director on 1st December, when Asif formally assumes CEO responsibilities.
Asif 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 most recently Speedy Hire plc 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 Hire Association Europe (HAE) where he is also champion of the industry-wide #UnitedforMentalStrength campaign.
Asif’s 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.
Commenting on his appointment, Asif Latief said: “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. 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, commented: “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.”