Excavator accessory startup changes name

provided by True Attachments

Kelly Russell founded True Attachments, formerly HB Attachments, in 2023.

A Springfield excavator accessory startup that debuted last year has rebranded.

HB Attachments Inc. is now doing business as True Attachments, according to a news release issued this week. Operating at 3045 E. Chestnut Expressway, Ste. K, True Attachments designs, manufactures and distributes aftermarket excavator accessories such as buckets, rippers and grapples.

“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,” said Kelly Russell, president and founder of True Attachments, in the release.

Russell has more than 30 years' experience in the earthmoving equipment and attachments industry.

True Attachments is working with Springfield-based marketing agency Henderson Media LLC on the rebranding effort that includes the brand name, logo design and website launch, according to the release.