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Blanco Professional repositions business and takes on new name

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

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

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.

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“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.

Tags : B.PROblanco professionalrebrand
Andrew Seymour

The author Andrew Seymour

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