Santa Ana-based GeoLogistics on Monday unveiled a new name, Agility, as part of a shift at parent company PWC Logistics of Kuwait.
PWC sought the new name to tie together a string of recent acquisitions, including last year’s $454 million buy of Geologistics. The company hired Los Angeles-based Siegel+Gale to rebrand the entire company.
GeoLogistics, which now will go by Agility, serves as the U.S. headquarters for its parent company, which has 20,000 workers and 450 offices in more than 100 countries.
Retailers such as Wal-Mart Stores Inc. and Toys “R” Us Inc. tap Agility to deliver goods to their stores.
The company also handles shipping for General Electric Co. and keeps Royal Caribbean cruise ships stocked with supplies and food.
The new name is designed “to create a preference in the marketplace,” said Jerry Levy, vice president of marketing.
Agility hired Siegel+Gale, which has worked for 3M Co. and Adobe Systems Inc., to make sure the name would translate in different languages and have no bad meanings.
For more on this story, see the Nov. 13 edition of the Business Journal.
