London post house The Farm has sold its hire firm Rent and crewing company Eurocrew Worldwide to Pro Motion Hire.

Pro Motion, which said it paid a “six figure sum” for the businesses, gave assurances that the acquisition would not result in any redundancies.

Pro Motion Hire director Duncan Martin said the deal would strengthen Pro Motion’s position in the broadcast hire market by giving it a base in the heart of Soho.

“Rent and Eurocrew Worldwide have great DNA in the industry, as well as fantastic staff and resources that will be valuable assets to our business,” he added.

Rent and Eurocrew are set to retain their current brand names, with Rent’s booking staff initially based in serviced offices in Soho until long-term premises are found. Eurocrew Worldwide, which is run by Rent staff, will continue to operate from Soho. Operational and technical staff will be temporarily based from Pro Motion Hire’s Waterloo HQ.

Pro Motion Hire will act as the parent brand with a recruitment drive set to take place next year, it said.