There seems to come a time in the evolution of every large rental chain where it becomes interested in creating specialized rental operations focused on a specific niche. Cooper Equipment Rentals, now at 50 locations across Canada, reached that point a few years ago. Cam Dougherty helped start Cooper’s first foray into trench safety rentals and now heads the specialized rental division of the company. He joined Counter Talks to talk about Cooper’s strategy in choosing niches to focus on, the hard work required to get established in a niche, the benefits it brings to the overall business and the increasing interest in safety as part of what a rental store does.