Farm equipment dealer, Archbold Equipment, has rebranded and is now Redline Equipment. The company has a new name, new logo and tagline; any season, any reason, any time.

“We’re the same people, at the same locations, with the same ownership, but with a new vision,” Zach Hetterick Redline Equipment CEO said. “We have been working since the beginning of the year to define who we are, so we stay relevant to our customer base and to ensure our team is working in the same direction.”

For more than 20 years the board of the directors have discussed changing the name, but could not agree upon one. Having the name of the company with several locations being the same as the name of a town created difficulty and confusion. 

“The rebrand is part of our long term strategic plan,” Hetterick said. “We enlisted the help of a third party who worked to capture the voice of the customer.”

The information captured was used to create brand concepts. Each location has a rebranding lead and those staff members provided input into the brand to go with, made the apparel choices, helped shape the new brand, and are involved in implementing it at their location.

“The feedback we captured from customers is being utilized in all aspects of our business and will have an impact far beyond our rebranding,” Hetterick said. 

As part of the new vision for the company, staffers are now operating under a new mission and core values. Learn more at

Redline Equipment has 7 agricultural store locations in the Tri-State area: Topeka, Ind.; Adrian, Mich.; and 4 Ohio locations in Archbold, Bellevue, Bowling Green, Ottawa, and Sherwood.