The last thing you would expect at a materials handling expo is a mini rock concert marking the close of the event’s very successful first day. But then the team at Bendi, the pioneers of the articulated truck, has never been known for conforming.

Stealing the show with an on-stand party which included a 40 minute set by the rock band Ace Trucking Co. Bendi raised the roof, and a few eyebrows, with its alternative entertainment which grabbed the interest of many more people than those on the original guest list.

Much more than a random choice of music, the members of the band all have a connection with Bendi. Two are Bendi employees and the bass guitarist is the company’s IT consultant. The lead guitar is played by none other than Bendi’s co-owner, Paul Overfield.

After an incredibly busy first day it was great for everyone – visitors and exhibitors alike – to be able to sit back and relax listening covers of well-known tracks from Green Day,  the Foo Fighters and even Rage Against the Machine. The following day Bendi had continual requests to repeat it every night of the show.

“We wanted to start as we meant to go on,” explains Bendi’s MD Simon Brown. “IMHX is an important show for us. From meeting existing and potential customers through to networking, it is an incredibly busy four days and so we thought we’d have a little fun too.”

This year’s show was the most successful to date for Bendi. Several orders have already been placed, most of which were confirmed at the show and the company has seen a 31% increase in qualified leads compared with the last IMHX.

Bendi used the show to launch its own quintet of new modules including new chart toppers the Bendi EU, the Arctic and Mini Bendi.

“We’re definitely a company of firsts,” continues Brown and, with the company now in it’s 28th year and notching up more than 12,000 sales, it is also a company that sets very high standards. “We are continually looking at how we can improve our products and services. We’re determined to keep the market on its toes, keep surprising our competitors and delighting our customers.”


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