New corporate and product brand from October 2021
Blanco Professional is set to operate under a new name from October 2021. The new name B.PRO represents future-oriented brand positioning and encompasses both the company and its products. The short, concise brand name interlinks the company’s positive, forward-thinking self-conception with its origins.
B.PRO – almost a century of entrepreneurial dynamism
“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,” explains CEO Egon Kofler. “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. Stability and continuity are assured in this process as B.PRO will remain part of the Blanc & Fischer family holding.
“We’re doing precisely the right thing at the right time by making the changes now,” affirms Dr Johannes Haupt, CEO of the BLANC & FISCHER family holding. “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. We’re looking forward to its launch at the international hospitality trade fair Host in Milan. I’m positive that B.PRO will fire enthusiasm among customers.”
A strong brand – for the company and products
The product brands will also bear the new company name in the future. B.PRO will thus form an integral part of the products in the B.PRO Catering Solutions Business Unit from October.
New independence, including for business units
The new name infuses positivity into the corporate brand, conveying its modernity and dynamism. Agility is also reflected in the greater independence for the business units. “The aim is to enhance our proximity to customers and respond more flexibly and even faster to individual needs. This can best be achieved if the individual business units are reinforced as the key centres of excellence in a concerted manner. This is the way that they can best contribute to the success of the new corporate brand,” states Kofler, explaining the approach.
The Catering Business Unit will become B.PRO Catering Solutions. The Industrial Business Unit reflects the new claim with “Enoxx Engineering” in its name, thus providing reference to “inox” stainless steel and the unit’s outstanding, technical expertise in project management.
The new brand identity, including the logo, will be seen by a wide audience of trade professionals for the first time at Host, the international food service industry trade fair, in Milan in October. A new, exciting product range will also be celebrating its premiere there.