Blanco Professional switching to new trading name from October


Blanco Professional has revealed that it will trade as B.PRO from 1 October as part of plans to reposition the brand.

As reported by FEJ back in July, the company, which manufactures food trolleys and transportation systems, hopes the corporate rebrand will give it a more modern, digital and agile look.

Blanco said today that its new shorter, concise brand name “interlinks the company’s positive, forward-thinking self-conception with its origins”.

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CEO Egon Kofler explained: “The ‘B’ in the new name refers to the founder Heinrich Blanc, who founded his own firm in 1925, based on courage and fresh ideas. Today’s Blanco Professional Group emerged from this entrepreneurial legacy in 2007.

“The group has constantly developed further and has increasingly become a separate, self-assured brand. That’s why now is the right time for a separate name. The abbreviation ‘PRO’ is taken from ‘Professional’ to represent expertise – the extensive expertise that the professionals working for us use to provide a solution-oriented approach for our professional customers.”

The change of name also entails a change of business entity type to a GmbH, a company with limited liability.

This step significantly reduces the administrative workload, providing even greater capacities to focus on work for customers, according to the company, which remains part of the Blanc & Fischer family holding.

Dr Johannes Haupt, CEO of the Blanc & Fischer family holding, said: “We repositioned the B.PRO Group during a period which caused many upheavals. We’re now using the economic recovery to our advantage. THE B.PRO Group is starting out as a lean organisation with a new, completely separate image.”

The product brands will also bear the new company name in the future, with B.PRO forming an integral part of the products in the B.PRO Catering Solutions Business Unit from October.

Blanco Professional sets out plans for name change

Tags : B.PROBlanco Professionalserving trolleys
Andrew Seymour

The author Andrew Seymour

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