The Cheval Noir Story

Building Something Better, Together

The Peoples Marketplace Built for the Hardworking Canadians.

This isn't your average equipment marketplace. Cheval Noir is a movement born from a deep-rooted passion to level the playing field for the Canadian entrepreneurs who build our country—the farmers, the loggers, the construction pros, and the small business owners who are the blue-collar heartbeat of our nation.

For too long, the playing field has been imbalanced with others profiting off the backs of these grassroots pioneers with high, unfair fees and hidden costs. It’s a rigged game. We're here to change the rules. Our community centric, eco-friendly platform empowers you with low marketing fees—often half the cost of traditional auctions and consignment platforms—so more profit stays where it belongs: in your pocket.

We combine old-school trust and integrity with modern tech to link sellers directly to finance-ready buyers and source quality used equipment for those who need it. Our purpose is advocacy, not just commerce. Every deal we facilitate is a step toward building a more sustainable and prosperous Canada for everyone.

Beyond the Transaction: Powering Projects with Purpose.

Sustainability drives our mission. By prioritizing the reuse of heavy equipment, our marketplace helps reduce waste and foster a greener future. Community binds us. We believe that a strong community is built on shared success. That's why every single transaction supports Little Warriors Edmonton with a $100 pledge from our marketing fees. This partnership is very dear to our hearts, helping children heal and strengthening the fabric of the Canada we cherish.

A Note from Our Founder

"For over two decades in the heavy equipment industry, I saw firsthand how the system worked against the hardworking entrepreneur. I watched large corporations absorb the equity of honest, dedicated business owners—leaving them shortchanged and pushed to the sidelines.

It became crystal clear: the industry needed a better way. Not just a better platform, but a fundamental shift in values. I founded Cheval Noir Equipment to be that change. Our marketplace and marketing solutions are thoughtfully designed with integrity, strong advocacy, and meaningful cost savings, always putting the genuine needs of Canadian business owners first. This isn't just business for me; it's personal. Cheval Noir is here to be the partner you can trust.

Meet The Founder

  • Lori Emslie

    Lori Emslie - CEO

    Lori brings over 20 years of experience in the heavy equipment industry, with deep expertise in financing, sales, and market strategy. Her journey started with large institutional lenders and dealerships, where she gained invaluable insight into the industry's complexities. But more importantly, she recognized a critical gap: the unique needs of small and mid-sized businesses were consistently overlooked.

    Driven by this insight, Lori didn't just point out the problem—she built the solution. She founded Cheval Noir with a clear mission: to revolutionize the marketplace by creating a grassroots, community-driven space for buyers and sellers to connect directly. By combining this new marketplace with transparent, educational financing solutions, she built a company dedicated to putting entrepreneurs first. Lori’s vision is grounded in a belief that with integrity, advocacy, and cost efficiency, every business owner can confidently navigate equipment transactions—fueling sustainable growth and lasting success.