Diversey unveils new corporate branding

Diversey launches new branding following acquisition of the business by private equity firm Bain Capital. 

Global hygiene and cleaning company Diversey has launched its new branding identity, following the acquisition of the business by private equity firm Bain Capital.

Bain Capital Private Equity acquired Diversey from former parent company Sealed Air Corporation in September 2017 for $3.2 billion.

For the second time its in 94-year history Diversey is now a standalone company, comprising the former Sealed Air Diversey Care division and the food hygiene solution business. The two divisions generated combined net sales of approximately $2.6 billion in 2016.

Diversey president and CEO Dr Ilham Kadri said the acquisition allows Diversey to “gain independence and energise [its] efforts to be a global leading the cleaning and hygiene market”.

“One of the challenges professional hygiene companies will face over the next year will be how they stand out. How they demonstrate to the customer that they can deliver the right level of service,” Kadri said.

“This move gives us the independence to be smarter, and a more agile company than ever before. No longer part of a larger group, we now have a single focus on our customers and their needs.”

Diversey’s new branding includes a new logo and corporate vision, with senior management drawing on counsel from London-based branding experts BrandOpus.

“Diversey plays an essential role in keeping people safe in so many key sectors that we are reaffirming our ethical ideals which we view as empowering to both our staff and our customers,” Kadri said.

Diversey will also be based in a new purpose built corporate headquarters in York County, South Carolina from the first quarter of 2018. The facility is expected to create around 400 jobs, while also adding more than 18,000 sq. of space that Kadri said will be dedicated to providing “innovation and new solutions for customers”.

Commenting on the rebrand Rafael Echevarria, VP of Corporate Communications, said: “We deliver a vital service to our customers. Care is embedded in everything we do, and everything we believe. Our business is fundamentally about people. We put people first whether that be the cleaner, employee or customer. This gives our customers total confidence to enable their businesses to grow and thrive.

“Diversey is a pioneer of the future and creators of connection. We believe cleaning and hygiene are life essentials. Our ambition is to continue our long legacy with a renewed energy and focus. We will responsibly and responsively deliver effective hygiene solutions and efficient cleaning technologies for our staff, our customers, our planet and our owners long-term benefit.”

Kadri said the cleaning and hygiene division has more product innovations in the pipeline for the next 12 months and anticipates “2018 to be the year connected cleaning becomes a mainstream concept in the industry”.

“Remote monitoring equipment, machines and operations via sensor generated data opens organisations’ eyes giving them full visibility of their operations, compliance and machine performance at any moment of the day. We call it the ‘Internet of Clean’ and we have some further innovations in our pipeline for 2018.”

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