~ Introducing ~
Helping heavy-equipment dealers reimagine aftermarket excavator attachment sales.
The problem
Heavy-equipment dealers face razor-thin profit margins.
In the post-pandemic economy, earth-moving equipment dealers struggle with tight competition and shrinking profit margins. Industry expert Kelly Russell founded TRUE Attachments in 2023 to help excavator dealerships in the United States close more deals with higher profits. This exciting startup designs, manufactures, and distributes high-quality aftermarket excavator attachments.
The solution
Finding the right attachment wholesaler is the key to higher profits.
The profit margin on a new excavator is quite small, so dealerships have very little room to negotiate with potential customers who are shopping based on price. However, sales are typically bundled with several attachments for the machine’s boom arm. Finding the right attachment wholesaler can greatly affect a dealership’s ability to craft a competitive yet profitable sales offer.
So many choices
The right attachment, designed specifically for your machines.
Why us?
Partner with an aftermarket attachment supplier who cares about your business.
Kelly Russell designed TRUE Attachments to deliver better quality, service, and pricing than its competitors – most of whom are located near the East and West coasts.
“I saw a need in our industry for a supplier of high-quality attachments – based in the central U.S. – offering wholesale products at a price that would give a dealer the slight edge they need to win more deals and increase the average margin per deal,” he explained.
Russell launched the company with a team comprised of loyal family members and opened a warehouse in southwest Missouri. The company distributes its products to dealerships throughout the U.S. The attachments are designed to perform well in a variety of industries, including timber, quarry and mining, oil and gas, as well as construction and excavation.
New brand, same premium quality
Name change announced.
The company began as HB Attachments – with a honey badger as the mascot. But in September of 2024, the team released a rebranding package that included the new TRUE Attachments brand name, logo design, domain name, and upcoming website launch.
HB Attachments Inc. remains the legal entity, doing business as (DBA) TRUE Attachments.
As seen in SBJ, Springfield Daily Citizen, Equipment World, and Construction Equipment Guide.
Download the press release. Download a photo of Kelly Russell (High-Res or Web).
The solution
Want to learn more about becoming an attachments wholesale buyer? Contact Us Today.
TRUE Attachments
Office and warehouse address:
3045 E Chestnut Expressway, Suite K
Springfield, MO 65802
United States of America
Office phone number:
(417) 522-6091
Contact form
About TRUE Attachments: TRUE Attachments designs, manufactures, and distributes high-quality aftermarket excavator buckets, rippers, quick couplers, rakes, thumbs, and grapples, which are distributed through wholesale partnerships with heavy-equipment dealerships in the U.S.
About Kelly Russell: Kelly Russell has more than 30 years in the earthmoving equipment and attachments industry – both as the manager of a nine-figure rental fleet with a large sales team and as the owner of a new-equipment dealership. He oversees the overall vision of TRUE Attachments, product engineering and manufacturing, and wholesale dealer partnerships.
© HB Attachments Inc. Website design by Henderson Media LLC.