The American Rental Association (ARA) has announced a major advancement in data consistency across the equipment rental industry with the launch of ARA SET, a standardized equipment taxonomy designed to bring clarity, accuracy, and structure to how rental assets are classified.
“Similar to when ARA created the standard for rental industry metrics, with ARA SET we are establishing the standard for categorizing assets for equipment rental companies with a logical product category classification system,” says Tony Conant, ARA chief executive officer. “ARA worked with rental industry experts and members large and small to develop this important classification schema.”
ARA SET provides rental companies and technology partners with a consistent, robust framework designed to:
• Improve inventory accuracy with consistent category definitions.
• Standardize reporting to simplify industry benchmarking.
• Enhance website navigation and customer experience.
• Enable smoother integrations with rental software platforms and industry tools.
To continue to improve and expand the ARA SET, ARA will collect anonymized make and model information. The anonymized data will be used by ARA and partners to standardize the rental product categories and assist in reporting and analysis of the rental market.
Storent USA LLC is adopting ARA SET into our technology to help empower our customers and support this critical industry standard.
“Standardization is essential for building a scalable, digitally connected rental ecosystem,” says Andris Pavlovs, CEO of Storent USA. “By implementing ARA SET, we are aligning our technology and operations with a unified industry framework that enhances data transparency, improves customer experience, and strengthens collaboration across rental networks. This initiative supports our broader vision of integrating technology, data, and partnership to modernize the equipment rental industry.”
To learn more about ARA SET, visit https://ararental.org/Standard-Equipment-Taxonomy.
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About ARA: (www.ARArental.org) The American Rental Association, Moline, Ill., is an international trade association for owners of equipment and event rental businesses and the manufacturers and suppliers of construction/industrial, general tool and party/event rental equipment. ARA members, which include more than 11,500 rental businesses and more than 1,000 manufacturers and suppliers, are located in every U.S. state and more than 44 countries worldwide. Founded in 1955, ARA is the source for information, advocacy, education, networking and marketplace opportunities for the equipment and event rental industry throughout the world.
About Storent USA LLC:
Storent USA LLC is part of the Storent Group, an international equipment rental company operating across multiple markets with a strong focus on digitalization and operational excellence. Through advanced technology platforms, data-driven decision-making, and strategic partnerships, Storent is building a next-generation rental ecosystem that connects independent rental companies and investors. Storent USA supports industry growth through innovative solutions, standardized processes, and a commitment to efficiency, transparency, and customer-centric service.
