Two companies merge, rebrand ahead of new dealership grand opening in Abbotsford

ABBOTSFORD – Two equipment and machinery companies have rebranded into one company as part of the grand opening of a new equipment dealership in Abbotsford.

According to a news release Monday morning (May 11), Douglas Lake Equipment and Avenue Machinery are now Pinnacle Equipment, bringing both businesses under one roof and reflecting their activities as a single network of dealerships serving customers throughout British Columbia.

The change also coincides with the grand opening of a brand new dealership in Abbotsford later this month, as the company works to cement its presence in the Fraser Valley and improve access for customers in one of B.C.’s primary agricultural regions.

“Even though this is a name change, our commitment to our customers and our direcJon remain the same,” said Michael Correale, President of Pinnacle Equipment. “Customers will see a new sign over the door, but behind it they’ll find the same teams, the same equipment lines and the same great service they’ve come to expect.”

The new Abbotsford North Parallel Road location features a state-of-the-art showroom spanning approximately 15,000 square feet, providing customers with a modern, purpose-built space to explore all of its equipment. The dealership carries a full range of equipment alongside on-site sales, service and parts support — backed by local expertise for farmers, contractors and property owners across the region.

Pinnacle Equipment will mark the Abbotsford opening with a grand opening celebration on Thursday, May 28, from noon to 4 p.m., followed by their annual Big Orange events on Friday and Saturday, May 29-30.

The rebrand aligns with the integration of Douglas Lake Equipment and Avenue Machinery, bringing their combined operatons under one banner. As Pinnacle Equipment, the company says it will build on that foundation with coordinated support across its locations, including shared inventory, service capabilities and technical expertise.

“Customers trust the expertise and experience of our sales, parts and service staff, “added Correale. “None of that changes with the new name. What changes is that we’re easier to recognize — one company, one network, the same local people.”

The Pinnacle Equipment brand will roll out across all locations this spring, with updated signage, digital platforms and customer-facing materials all reflecting the new identity.