Elliott and its affiliated UK companies have a new face, new name and are looking towards an exciting future ahead as they unite under the common brand name of Algeco.
The move creates a single, consistent brand across the UK and Europe, to reflect the Group’s position as a global industry leader. Algeco is a longestablished brand in the European modular services and infrastructure industry, originally formed in 1955 providing a strong basis for the single identity, which will facilitate growth in its brand equity and allow greater synergies to be achieved within the Modulaire group. Customers can expect to see a stronger, combined UK organisation as well as more sharing of innovations and resources within the group, and a unified product range available throughout the UK.
“Algeco, is part of the Modulaire Group, Europe and Asia Pacific’s leading specialist in modular services and infrastructure,” says John Campbell, UK Managing Director, Algeco. “It introduced the first stackable modular accommodation in 1965. Throughout the 70s, 80s, and 90s, the brand developed a stream of further innovations that expanded its high-quality modular accommodation from construction into education, health and commercial sectors.
“We have been planning the rebrand to Algeco for some time and it coincides with sustained growth in our UK businesses. At the same time there is unprecedented change happening in the way that physical spaces are created in a wide range of vertical markets, driven by climate change, safety and growing user expectations. Adopting a single brand in the UK will create a common sense of identity and purpose for the newly combined UK business.
Integrated product ranges within a single, unified brand
“This rebrand is more than a change of identity. Incorporating three separate brands into one UK entity has also meant business integration. A key element involves aligning the product lines and product architecture to further strengthen our overall offering.
“Elliott Group, Carter Accommodation and Procomm Site Services, are well respected businesses in the markets they serve, and all have strong product line brand names that complement our offer. The Elliott Moduflex system is well established in the site accommodation market. Carter is a leading player in the temporary accommodation hire business with a modern and well-invested fleet. It is well known for its Containex product, which offers quality modular site accommodation. Procomm is a large customer of Carter, which provides obvious synergies. The combined UK business will be headquartered in Peterborough, Cambridgeshire with a total of 23 site locations throughout the country servicing its portable, modular building and offsite construction hire and sales activities.”
What does the Algeco brand mean to customers?
“The new brand represents our collaborative approach to finding solutions for customers, developing both our products and our people to deliver leading quality service and ensuring the futures of customers, their end users and our organisation are sustainable. The rebrand is a major milestone for the UK business and comes at a time when post-COVID government stimulus programmes, aging building stock and a structural shift towards modular space are driving demand.
“We want to be trusted solutions advisers to the markets we support. By doing that, our goal is to be clear market leader in modular and temporary accommodation. The rebrand will be a journey that opens up opportunities for UK customers as we begin to share ideas and resources. It will see an acceleration of new product development, and we already have some exciting innovations in the pipeline. If you were to summarise the brand it would be that together, we develop sustainable futures.”
A new Algeco website is scheduled to go live at the end of March 2022 when the rebranding process is complete. For more information visit: www.modulairegroup.com www.algeco.be/en
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