Consumer goods and travel retail specialist B&S Group has rebranded as B&S. The new corporate identity is rolling out across all B&S touchpoints and platforms throughout 2022.
B&S has been listed on the Euronext Amsterdam exchange since 2018 and delivered close to €2 billion in turnover in 2020. Although it has a heritage stretching back to 1872, and is a major player in the travel retail industry, the company has kept a low profile until recently.
Now B&S said it is determined to increase its visibility to both consumer and trade alike, part of a sweeping transformation led by CEO Tako De Haan, who took over the leadership in August 2020.
Commenting on the new identity, De Haan said: “B&S has a compelling story to tell. We provide millions of customers globally with their favourite brands of consumer goods daily. Yet there is little recognition of the company behind this strong network. Our unified brand approach brings together all our sub-entities under one recognisable name. As one B&S, we will continue to make premium consumer goods available to everyone, anywhere.”
The condensed name and simplified logo underscore the company’s ‘One Company, One Brand’ approach and represent the unification of all entities under the B&S umbrella. The evolved visual identity has introduced a new bold typeface and distinctive colour palette alongside new photography principles and categories that represent B&S’ vast network.
B&S’ refreshed corporate identity makes an enhanced brand statement, which reflects its ongoing mission to develop as a tech-driven company in the consumer goods industry. It unites all activities under the same B&S brand to build global recognition and expand the reach of various business activities.
The company’s six operational segments are now called: B&S Liquors, B&S Beauty, B&S Personal Care, B&S Food, B&S Health and B&S Retail. B&S runs 26 duty free stores, including the Royal Capi-Lux (Capi) consumer technology and electronics retail chain.
Going forward, B&S will be the overarching B2B brand that expresses the company’s reach and logistical strength while the consumer and customer-facing brands – significantly consolidated – will have their own identity.
De Haan and B&S Beauty Managing Director Willem Tuk took part in a compelling interview with The Moodie Davitt Report Founder and Chairman Martin Moodie last October. In that exclusive interview, De Haan and Tuk discussed B&S’ sweeping transformation process, the power of its vast distribution network and the growing potential of B&S Beauty.
