Herc Holdings (HR) completed its spinoff from Hertz Global Holdings (HTZ) , and began trading on the New York Stock Exchange Friday. Operating as Herc Rentals, the company is one of the leading equipment rental companies in North America. Larry Silber, the company's president and CEO, says Herc wants to expand into urban centers, renting equipment for building construction and refurbishing.  The company also launched a new app that allows customers to rent equipment and have it delivered. Silber said the sharing economy is also playing out in the equipment rental business, with a move toward more equipment rentals rather than ownership.