The UK’s Leading Crushing, Screening and Recycling Equipment Distributor Rebrands

Since Blue Machinery PLC was formed five years ago by the amalgamation of four well-established Powerscreen distributors in England, Scotland and Wales, the company has grown exponentially. Now a £65M turnover group, with a world class portfolio of dealerships and plans in place for further expansion - including new distributorships and a building programme to extend many of their regional depots and after sales operations - Blue has researched its corporate identity in great depth, resulting in a complete rebranding as part of its strategy for the future. The Group's new logo has been simplified to look more professional and is being introduced right across the organisation's livery, stationery and promotional material.

However, the rebranding exercise it not solely the creation of a new logotype. In setting the new standard, Blue is keen to emphasise that this is only part of the latest development stage in corporate growth and in no way changes the way it serves the quarrying and recycling industries in its designated dealership areas. The Group's product ranges are all leading brands from global OEMs and Blue recognises that the equipment it sells is, arguably, a first choice in processing machinery for the quarrying, recycling and reclamation industries. The core message from Blue now encompasses the expertise, experience, service and partnership angles which have always been the Group's tenet and which they feel need greater emphasis. So the organisation is stressing that they are not merely a company that just sells equipment but a cohesive entity that provides solutions, with the customer getting expert advice throughout to ensure they get the right equipment for the job.

The best quality after sales care and product support has always been seen as of vital importance and Blue is expanding its parts-holding facilities and investing heavily in more state-of-the-art IT systems for stock control, ordering and expediting. The swift and efficient provision of genuine spare parts for all the products marketed by the group is just one of the many areas of operation being further enhanced and enlarged by Blue.

Blue currently sells and delivers over £1M worth of equipment every week and is looking to pass the magic £100M turnover mark by 2010. This impressive target, says the group, is confidently forecasted because of product development and improvements in technologies for machinery sold to the quarrying sector, the ever-increasing importance of professional recycling and waste management, plus Blue's avowed intention to continue to grow the spares and service side of the business to provide even greater added value to their customers. Planning has recently been granted for a £2 million rebuild of the Warrington premises, which includes a considerably increased capacity for spares; late last year, the company also moved its south-west England operations into much larger, brand-new £1M premises in the Bristol suburb of Thornbury. Nationally, Blue is currently recruiting ten more field service engineers to supplement the existing team. With tailored service packages being offered, Blue is committed to provide the very best after sales product support.

Commenting on the rebranding exercise, Chairman of Blue Pat McGeary said "We felt it was the right time to look at the brand image as part of our expansion plans. We've enjoyed a rapid growth since inception in 2003 and we wanted to ensure that our corporate identity reflects the strength and professionalism of the group. What we want to stress is that we are a solutions provider, not simply machinery marketers and," he concluded, "we have expended a great deal of time and effort to ensure the new image helps us to achieve this".

The combination of resources, experience and expertise enables Blue to continue to provide customers with the very best quarrying and recycling solutions available in the market today. It is clear that Blue is going from strength to strength.
Blue Machinery plc
Appleton Thorn Trading Estate
Warrington
Cheshire
WA4 4SN
UK

T: 0845 230 4460
F: 0845 658 2314