It becomes clear immediately at REFT Equipment that this isn’t just another place to buy or rent equipment; it’s a place built on relationships. The atmosphere feels genuine and unhurried–the kind of space where people are greeted with a smile and conversation, not a sales pitch. That feeling is intentional, and it reflects the heart of the man behind the business, owner Robbie Breland, whose mission for REFT is simple but meaningful: built on family, backed by a handshake.
REFT Equipment opened in February 2025, but the roots of the business stretch far beyond its opening day. When asked where his values come from, he traces them to his childhood. “From the time I was a small child, my parents always instilled in me that you do whatever you can to help others; try to always do the right thing and be fair,” he says. “When you shake someone’s hand and say you’re going to do something, you follow through.” Those lessons were woven into everyday life and reinforced by generations of family members who believed integrity was nonnegotiable.
Breland was raised in a family where it truly took a village. His parents and grandmother were pivotal, but his aunts and uncles also played key roles in shaping who he would become. Family was everything, and accountability came through faith and love. When he needed guidance or correction, his family stepped in to help get him back on track. Those moments helped form the moral compass he relies on today.
The name REFT is a reflection of what matters most to Breland. The letters represent his first name Robbie, he and his daughter share the middle initial E, the F for his daughter, Faith and the T honors Tillman, the dog who was by his side for fourteen years. Breland wanted the business name to be a tribute to family, loyalty and the connections that shape a life.
Breland’s entrepreneurial spirit showed itself early. From a young age, he wanted to own a business, and he chased that dream relentlessly. By sixteen, he was fixing leaky pipes, repairing busted water lines and doing odd jobs wherever he could. At eighteen, he started his first official business and quickly learned that entrepreneurship was hard work but rewarding. There were many setbacks along the way, but instead of discouraging him, it fueled his determination.
Breland learned that early success is only part of the story. Staying successful requires resilience and humility. “It’s easy to be successful initially,” he explains, “but it’s a hard journey to stay successful.” One of the most important lessons he shares is straightforward. “Don’t let failure stop you from moving forward; pick it up and try again.” That mindset, shaped in part by a quote from Henry Ford, “Whether you think you can or think you can’t, you’re right,” has stayed with him.
As a single dad, he is most proud of watching his daughter grow into a strong, independent and intelligent woman. Seeing her succeed brings him more pride than any professional achievement. Growing up in a low-income family with limited opportunities, Breland learned nothing is handed to you. Everything was earned through persistence and sacrifice. “I started with a run-down truck and a limited supply of tools, and it didn’t happen overnight. There were a lot of hours, blood, sweat and tears tied into getting here.”
At REFT Equipment, Robbie has created an experience that feels reminiscent of an earlier time where customers are welcomed warmly and treated with respect and with no pressure to buy. The focus is on building relationships and finding real solutions. “My hope for customers who come into REFT is that they feel welcomed and well-served,” Breland says. “I want them to feel respected and valued every time.”
Being a South Carolina native, Breland has embraced the Aiken community and its offerings. He loves the welcoming nature of the town and has immersed himself in local life through golf, the horse community and a newfound interest in polo. He’s a strong supporter of small businesses and believes in seeing them thrive together. Giving back is important to him, and he has invested his time and resources into supporting local charities and activities, including serving as the top-tier sponsor for the first annual Downtown Aiken Clover 5K and Festival on March 14th.
Breland plans to continue growing REFT Equipment with hopes of expanding into multiple communities while honoring small town values. His message rings true. “If you have the desire and drive to do something, don’t let your circumstances stop you. Find a way to work around them and go after your goal.” At REFT Equipment, Breland is building more than a business. He is building trust, one relationship and one handshake at a time.
REFT Equipment is located at 3175 Whiskey Road in Aiken, SC.
(803) 644-7368
“When you shake someone’s hand and say you’re going to do something, you follow through.”
“Don’t let failure stop you from moving forward; pick it up and try again.”
“Whether you think you can or think you can’t, you’re right,”