AUSTRALIAN industrial packaging specialists, DSL Packaging, are set to implement an entire corporate branding overhaul as they move to adopt the new business name SCHUETZ DSL . The move reflects the recent change in the Company's ownership structure.
Based in Selters, Germany, SCHUETZ GmbH & Co. KGaA acquired a majority interest in DSL Packaging in late 2005, after the two companies had been closely affiliated through DSL's exclusive licensing agreement, for the manufacture of the SCHUETZ range of IBC's (Intermediate Bulk Containers) in Australia and the ASEAN region.
SCHUETZ DSL will be represented only by the SCHUETZ corporate logo and distinctive branding across all areas of marketing, as the SCHUETZ name becomes increasingly synonymous with IBC's across the ASEAN region, as it is elsewhere in the world.
Steve Johnston, managing director of SCHUETZ DSL confirmed that the company name change was a practical commercial decision. He explained that the rationale had been to combine the two business names, given that SCHUETZ was a 'very strong global brand', and DSL had cultivated a growing customer base as its name had become 'increasingly well known' across Australia and South East Asia.
Steve Johnson said his company is very proud to be a part of SCHUETZ worldwide, and regards this name change as evidence of the mutually strong commitment between the two companies for the long term.
Mr Roland Strassburger, chief operating officer of SCHUETZ GmbH & Co KGaA, said many customers had already associated DSL Packaging with the SCHUETZ name for a number of years, thus making it a natural progression.
Steve Johnson expects the Asian market to respond positively to having units made locally. SCHUETZ DSL in Malaysia will represent the nineteenth SCHUETZ IBC production plant in the world, and the third in Asia, following the recent opening of their China operations in Shanghai, and the establishment of their Japanese subsidiary near Tokyo.
The management of the newly named "SCHUETZ DSL" will remain unchanged with Steve Johnston continuing as managing director of the Company, overseeing existing operations in Melbourne, Perth, Brisbane, Sydney, Kuala Lumpur, Jakarta and Auckland.
The new name will be implemented immediately, with changes to corporate branding expected to be phased in over a short period of time.