HOPEDALE, MA – April 7, 2026 – ETS Equipment Rental, one of Massachusetts’ fastest-growing equipment rental companies, today announced the acquisition of Bison Rental, marking a historic milestone in the company’s expansion strategy. This strategic acquisition brings ETS Equipment Rental’s total locations to three across Massachusetts, adding a vital presence in Cohasset and the broader Plymouth County region.
The acquisition comes at a pivotal moment for ETS Equipment Rental, which will celebrate its 10-year anniversary later this year. Founded in 2016 by Elson Tavares, the company has evolved from a modest four-telehandler operation into a comprehensive equipment rental provider serving contractors, builders, and businesses throughout New England.
A decade of growth and strategic expansion
What started as one man’s frustration with bureaucratic rental processes and excessive costs has transformed into a thriving business built on transparency, speed, and exceptional customer service. In 2016, while working on a construction site, founder Elson Tavares encountered the same challenges that plague many workers: difficulty renting equipment due to red tape and inflated prices. Rather than accept the status quo, Tavares purchased his own equipment and committed to making the rental process straightforward for everyone.
“We’re incredibly proud of how far we’ve come,” said Elson Tavares, founder of ETS Equipment Rental. “When I started this company ten years ago, I wanted to solve a real problem—making quality equipment accessible without the hassle. Acquiring Bison Rental and expanding into Cohasset represents everything we’ve been working toward: serving more customers, reaching new communities, and building something that lasts.”
Today, Tavares is joined by business partner Estevão Costa, who shares his vision of accessible, hassle-free equipment rental. Together, they’ve built a company that stands apart in the industry through its commitment to no hidden fees, fast delivery across New England, equipment that arrives fueled and ready to work, and multilingual support in English, Portuguese, and Spanish.
Recent Milestones: North Andover and beyond
The acquisition of Bison Rental follows another significant expansion milestone in 2025, when ETS Equipment Rental opened its second location in North Andover at 105 Massachusetts Ave. That strategic move allowed the company to better serve customers in northern Massachusetts and southern New Hampshire, dramatically improving delivery times and service coverage across the region.
The North Andover location filled a critical gap in ETS’s service area, providing contractors and businesses north of Boston with the same exceptional service that made the Hopedale location successful. With the addition of Cohasset through the Bison Rental acquisition, ETS now commands a comprehensive presence spanning from the North Shore to the South Shore—positioning the company as a true regional leader in equipment rental.
About Bison Rental
Bison Pro Rental was founded in January 2024 by Fernando Fermiano, whose nearly decade-long experience as a contractor revealed a critical gap in the market: accessible equipment rental services for working professionals, particularly immigrant communities facing language barriers and complex processes.
Together with General Manager Vinicius Pessoni, Fermiano built Bison Pro Rental around professional-grade equipment, flexible terms, and genuine multilingual support in English, Portuguese, and Spanish. The company name reflects this commitment—the bison symbolizes power, resilience, and dependability, representing clients who are strong and always advancing.
Operating from 860 Chief Justice Cushing Highway in Cohasset, Bison Pro Rental quickly established itself as a trusted partner for contractors, property managers, and homeowners throughout the South Shore region. The company’s commitment to customer satisfaction, strategic location, and shared values of accessibility made it an ideal fit for ETS Equipment Rental’s expansion plans.
Strengthening operations and expanding the team
Behind every successful expansion is a dedicated operations team that ensures seamless service delivery. Roberta Romam, Director of Operations at ETS Equipment Rental, has been instrumental in managing the company’s growth trajectory and maintaining the high standards that customers expect.
The acquisition also brings new talent to the ETS Equipment Rental family. Vinicius Pessoni, who brings two years of experience in the equipment rental industry, has joined the team as Inside Sales Representative to support the company’s continued growth and expansion into the South Shore market. His industry knowledge and commitment to customer service align perfectly with ETS’s values and operational standards.
Timeline and next steps
While the acquisition has been completed, the Cohasset location is currently undergoing internal reorganization to align with ETS Equipment Rental’s operational standards, inventory management systems, and customer service protocols.
Updates regarding the Cohasset location’s grand opening, equipment inventory, and service availability will be communicated directly to customers through the company’s website, social media channels, and direct outreach. Customers with immediate equipment needs in the Cohasset and South Shore areas are encouraged to contact the Hopedale or North Andover locations, where the ETS team stands ready to support their projects.
Serving Massachusetts with quality and integrity
With three locations strategically positioned across Massachusetts, ETS Equipment Rental is better equipped than ever to serve the diverse needs of New England’s construction, landscaping, and maintenance professionals — with a rapidly growing fleet and same-day delivery capabilities.
The company’s comprehensive inventory includes boom lifts, aerial lifts, forklifts, excavators, skid steers, telehandlers, compaction equipment, and material handling solutions—all maintained to the highest standards.
What truly sets ETS apart, however, isn’t just the breadth of equipment available—it’s the company’s unwavering commitment to making the rental process simple, transparent, and customer-focused. In an industry often characterized by complex contracts and unexpected charges, ETS has built its reputation on straight talk, fast action, and delivering on promises.
Looking Ahead: A vision for continued growth
As ETS Equipment Rental approaches its 10-year anniversary, the acquisition of Bison Rental represents more than just geographic expansion—it’s a testament to the company’s vision, values, and commitment to serving New England’s working professionals.
“Every location we add strengthens our ability to serve customers better,” said Roberta Roman. “We’re expanding because we see communities that need what we offer: honest equipment rental that works for working people. That mission drives everything we do.”
Contact Information
Hopedale Location:
11 Airport Rd, Hopedale, MA 01747
Phone: (855) 543-8387 | (508) 282-1183
Email: [email protected]
North Andover Location:
105 Massachusetts Ave, North Andover, MA 01845
WhatsApp/Text: (508) 282-1476
Cohasset Location (Coming Soon):
860 Chief Justice Cushing Highway, Cohasset, MA 02025
Updates on opening date and contact information will be announced soon.
For more information about ETS Equipment Rental, available equipment, or the Cohasset location timeline, visitwww.etsequipmentrental.com or follow the company on social media.
