Welconstruct Distribution, the UK's oldest workplace equipment supplier, has become the 'newest' by launching its 2006 industrial and commercial catalogue under the brand name of 'Welco'.
The new identity marks a shift in strategy for the 60-year-old company that aligns its huge product offering with changes in UK industry.
General Manager Chris Humphreys said: "Industry and commerce continue to be a core part of our business but as manufacturing has evolved so we've brought new innovations to our range – and we decided the time was right to do the same for the brand.
"It is a more contemporary identity and has been widely welcomed by our customers. Having recently celebrated our 60th anniversary we are now looking forward and the Welco name will take us into the next decade and beyond. We are very excited about the future."
The Welco brand applies to its portfolio of catalogues. However the company itself remains as Welconstruct Distribution.
Among the first to be shown the new brand was Sir Digby Jones, Director General of the CBI, on a visit to the Welconstruct offices in Birmingham.
The 2006 workplace equipment catalogue, published in February, has been extended, with five new sections introduced – Office, Site and Security, Access, Signs and Labels and Catering. It also covers Storage, Safety, Handling, Environment, Workstations and Furniture.
Chris added: "We have broadened the catalogue offering in response to customer feedback and to reflect the needs of modern business, while remaining true to our promise of 'purchasing made simple'."
Picture, Sir Digby Jones (left), Director General of the CBI, with Chris Humphreys, General Manager of Welconstruct Distribution, at the launch of the 'Welco' brand.
Orders from the Welconstruct catalogue can be placed via the catalogue or online at www.welconstruct.co.uk.