Coates celebrates 140 years of excellence and innovation

We reflect on our legacy, our future and the journey ahead as industry leaders and a proudly Australian-owned company.

2025 marks a significant milestone for Coates as we celebrate our 140th anniversary. Since John Coates founded the company in 1885 to support Victoria’s burgeoning gold-rush towns, Coates has grown into Australia’s largest equipment hire and solutions provider. Our journey has been one of continuous growth, innovation and dedication to supporting Australian industry.

Coates CEO Murray Vitlich says this milestone speaks not only to the strength of our company but also to the passion, dedication and vision of everyone who has contributed to our journey.

“Since our founding in 1885, Coates has continually evolved, driven by the commitment of delivering innovative solutions and creating lasting value for our customers. Over the past 140 years, we have faced challenges, embraced new technologies, and expanded into new markets — but one thing has remained constant: our unwavering dedication to excellence and servicing our customers,” says Murray.

For 140 years Coates has delivered innovative solutions and created lasting value for customers

“This anniversary is a testament to the power of collaboration and the resilience of the Coates family — past, present and future. Each chapter of our story has been shaped by the hard work and innovation of our employees, the trust and support of our shareholders, and the loyalty of our customers. It is because of them that Coates is where it is today, and it is with them that we will continue to forge ahead into an even brighter future.”

Pioneering equipment rental in Australia

John Coates, an English gas and hydraulic engineer, established John Coates & Co Ltd in Melbourne to supply heavy machinery to the Victorian goldfields. As the Director of the Melbourne Hydraulic Power Company, he quickly secured contracts to build gasworks for the surrounding towns of Benalla, Ararat, Lilydale, Central Brighton, Box Hill and Surrey Hills.

In 1885, John Coates established John Coates & Co Ltd in Melbourne to supply heavy machinery to the Victorian goldfields

Over the years, Coates evolved from importing and manufacturing machinery to pioneering the equipment rental business in Australia. In 1946, the company introduced a groundbreaking “hire before you buy” policy to encourage customers to order a new vibrating compaction roller. This innovative strategy quickly gained popularity and laid the foundation for what would later become Coates Hire, officially established in 1955.

Throughout the decades, Coates has expanded its fleet and services to meet the diverse needs of industries such as mining, construction and major events.

In the 1960s, we revolutionised industrial shutdowns by operating fully equipped tool stores on site, significantly reducing shutdown times. In 2015, we established an in-house engineering team that specialised in temporary works for construction. Four years ago, we rebranded as Coates with a value proposition: ‘Equipped for anything’. This rebrand reflected our broader range of services, offering much more than hire, with specialist teams for Industrial Solutions, Engineering Solutions and Power & HVAC.

In 1946, Coates introduced a groundbreaking “hire before you buy” policy to promote a new vibrating compaction roller

A bright future ahead

On March 3, Coates will launch a new integrated brand campaign celebrating Coates’ equipment and customer solutions. “Why don’t you just Coates it?” will run across radio, out-of-home, social and digital channels. It blends a unique jingle with light-hearted animation to raise awareness of Coates not just as a service provider, but as a dedicated partner that supports its customers at every stage.

Sheridan Jones, Group Manager for Marketing & Communications, says our heritage brand is reimagining its place in the world of construction with a fresh and fun new brand campaign.

“As we celebrate our 140th anniversary, we needed an impactful idea that refreshed our brand from the inside out, connected with our customers and community, and embedded Coates’ value proposition ‘Equipped for anything’,” says Sheridan. “We want to be top of mind when key decision-makers are looking for support at every stage of their projects – and nothing beats a jingle. ‘Why don’t you just Coates it?’ holds the heritage of our brand and acts as a catchy earworm. It also turns our brand into a verb synonymous with a single, memorable, catch-all solution.”

“At Coates, we’re down to earth and we’re proud of our Australian heritage,” she adds. “As Australia’s largest equipment hire and solutions provider, it’s our job to lead the industry, and our customers, into the next era. Our new integrated campaign perfectly encapsulates how far we’ve come and where we’re headed together.”

Coates remains a proudly Australian-owned company servicing industries such as mining, construction and major events.

As we celebrate this milestone, we are not only celebrating our proud past but also building an exciting future.

“We will continue to push the boundaries of innovation, sustainability, safety and service excellence, ensuring that Coates remains a leader in our industry for generations to come,” says Murray. “Together with our customers, people and communities, we will make the next 140 years even more remarkable than the last.”