The story behind the Platform Parts brand

Platform Parts – Introduced by Mathieu Naessens and Karel Ghistelinck

With more than a decade of dedication to the aerial work platform industry, the story of Platform Parts is one of evolution, ambition, and teamwork. The recent rebranding has given the company a clearer focus and renewed energy, shaped by input from those who know it best. In candid conversation, Sales Director Mathieu Naessens and Purchase Director Karel Ghistelinck share the motivations, challenges, and aspirations behind this transformation.

Why separate from the Vertimac name?

From the outset, clarity was central. “For a long time, customers saw our Spare Parts division as just a ‘little brother’ to the machinery side,” Mathieu reflects. Over the years, it had outgrown its supporting role. It deserved an identity that reflects its expertise and its dimensions. “With Platform Parts, we aimed to focus both our operations and our communication, while showing our ambition to grow further,” he adds.

As customer profiles shifted, so did the approach. Karel emphasises the strategy behind the change: “Differentiation was key. Our goal was to make it evident to customers, suppliers, and partners what we stand for – so they can build a relationship with this distinct entity and its people.”

The story behind the name

Naming the new brand was a decision grounded in experience and vision. “Platform Parts says exactly what we do –  and does so with no ambiguity,” Karel notes. Mathieu elaborates, “We’ve had this name in mind for years. It puts our expertise – supplying aerial work platform parts – front and centre. We know this world through and through, the name is a straightforward reflection of that expertise and pride.”

Inside and out-

Rebranding a company is always more than changing letterheads. As Mathieu recalls, “Making sure every team member understood and could convey our fresh identity was essential.” The changes were deliberate and inclusive, involving everyone from white-collar to blue-collar staff. Even more so, their drive lay at the heart of the project. “The team didn’t just support the process – they took the lead and made the rebranding happen,” says Mathieu. Open discussions and shared objectives gave everyone ownership of the journey.

Externally, the emphasis was on continuity and trust. “In this industry, trust outweighs branding,” states Mathieu. “We had to demonstrate, through real improvements, that our core values still guide everything we do.” That's why the team focused on concrete changes – expanding inventory and upgrading the online platform – to make the benefits of rebranding immediately clear and meaningful to every customer.

The transformation brought swift improvements. “Our new online portal and increased stock mean customers can now find and order the right parts with far less hassle,” Karel explains. The transparency that Platform Parts prides itself on is more accessible than ever. “Every part is clearly labelled OEM or aftermarket, so the choice is in the customer’s hands,” he adds. Mathieu agrees: “Our customers need reliability and clear information above all. Moreover, we only offer aftermarket components when we are confident about their safety and quality, which is why we’re able to offer extended warranties on select aftermarket parts.”

The first step

For both Mathieu and Karel, the rebranding is a springboard. “After a decade of organic growth, we’re ready to pursue our ambitions – expanding internationally, evolving our products, and deepening customer partnerships, while setting new benchmarks in the industry,” says Mathieu. Their shared vision is clear: to keep trust, quality, and transparency at the centre, while building for the future.