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Battle Tested

We’re Proud Of The Past, Excited About The Future

Our Roots

There’s a reason we are considered the premier heavy equipment in the Northeast is that we were born into the industry more than 25 years ago.  Since 1997, we have been supplying name-brand shredders, separators, windrow turners, and star and trommel screens.  Simplicity Engineering sold the first truly portable Trommel Screen in the U.S. in 1991 which paved the way for more sales around the country.  Always based in Westfield, Simplicity Engineering has always been in the Northeast so we have watched operations, materials, regulations, and customer needs change and evolve.  The Northeast weather, landscape, and customer needs are unique from anywhere else. 

We have grown as our customers have grown.  When the organization began, SE was strictly a sales and rental organization with service and parts offered as needed.  Our company was only associated with one major brand and that was it.  Now, all of this has changed.

New Beginning

Simplicity had slow growth in the 2000s due to an ever-changing market place. In 2019, Butler sold the business to a Massachusetts entrepreneur Ryan Cullen. Cullen has several decades of running smaller, nimble businesses so he looked for underperforming business opportunities and purchased Simplicity Engineering.  Using his automotive and after-market automotive experience, Cullen spent 2020 building the business and repairing a less than stellar reputation with current customers. This included building a new infrastructure.  He has added a veteran sales staff, a full-time marketing professional, and veteran professionals in heavy machinery service and parts. 

A key part of the growth plan is to concentrate on adding new products and brands while emphasizing a robust service and parts portfolio. Simplicity Engineering now represents Komptech, Indeco North America (accessories), MGL (material processing conveyors), R.D. Olson (heavy-duty steel crushers, washers, screeners & separators), Corrosion Engineering (wear-resistant products for aggregate and mining industries).

SE has the exclusive rights for all sales, rentals, and parts sales in the Northeastern U.S. states of New England (MA, CT, RI, VT, ME, and NH) plus New Jersey and New York including New York. This geographical area encompasses large metro areas with a population of over 33 million.