McGrew Auction Company invests in new brand, technology

McGrew Auction Company has unveiled a new visual identity and technology investment to support the company’s growth. 

Based in Seven Valleys, McGrew Auction Company is seeking to advance customer experience and create a more connected experience for bidders, buyers and sellers, according to a release. 

“We have grown tremendously since this company started in 1999, and we believe the next stage of growth requires us to invest ahead of where our customers’ needs are going,” McGrew Founder, Owner and CEO Greg McGrew said in a statement. “This is much bigger than a new logo, a new website or even a new bidding platform. We are making a long-term investment in the technology behind our business so we can create a simpler, more connected experience for our customers and serve them in ways that were not possible before.” 

Per the release, the investment represents a significant step in McGrew’s evolution from a company known for equipment auctions at its Seven Valleys headquarters into a full-service auction company serving customers across a range of auction needs. 

The first phase includes a new McGrew Auction Company visual identity and a new online bidding platform. The new bidding experience debuts with McGrew’s auction that began this week. 

While the McGrew Auction Company and McGrew Equipment Company names continue to represent the same business entity, the shift toward the McGrew Auction Company name is intended to reflect the auction services the company is working to provide. 

McGrew’s investment comes as online bidding has become an increasingly important part of the company’s business and its geographic customer reach has continued to expand. McGrew conducts more than 40 auctions annually and averages more than 1,000 online bidders from all 50 states and worldwide per auction. 

For sellers, the investment is intended to make auction participation easier and expand access to McGrew’s bidder marketplace. It also supports McGrew’s continued growth as a full-service auction partner for consignments, off-site auctions, estate auctions, and other complex selling needs. For buyers and bidders, the investment is designed to simplify how customers find auctions, access their accounts, and participate online. Customers who prefer the live auction environment will continue to be welcomed at McGrew’s onsite auctions as they always have been. 

“For sellers, this investment gives us a stronger platform to deliver the kind of auction service customers are asking for,” said vice president of Operations and Purchasing Zach Thoman. “Whether we are handling a consignment, managing an off-site auction or helping a family through an estate auction, our job is to make the process easier, bring the right buyers to the table and execute from start to finish. This investment strengthens our ability to do that and positions McGrew as a premier auction partner for customers with equipment, assets or entire collections to sell.” 

The platform is being developed in partnership with Auctic, an auction technology company focused on building tailored digital platforms for auction businesses. 

“McGrew has built a strong auction business by understanding its customers, moving with urgency and continuing to think about what comes next,” said Auctic Co-Founder and Ceo of Auctic Joe Petsick. “What makes this partnership exciting is that McGrew is not approaching technology as a one-time software project. The company is building a foundation for long-term growth, stronger customer relationships and an auction experience that can continue to evolve with the business.” 

While McGrew has a reputation in heavy equipment and machinery auctions, the new identity represents a company seeking to provide turnkey auction services for a wider range of customer needs. 

“This investment is about meeting customers where they are today while building for what they will expect tomorrow,” McGrew said. “Whether someone is a lifelong McGrew customer or working with us for the first time, a buyer or a seller, bidding online from across the globe or standing with us onsite in Seven Valleys, we want the McGrew experience to be straightforward, professional and built around results.”