US chemicals distributor LBB Specialties is restructuring its go-to-market strategy through five industry verticals: Care, Food & Nutrition, Industrial Specialties, Life Sciences, and LBBS Canada.
The Connecticut company is consolidating the legacy brands it has acquired since 2017 – Charkit, Custom Ingredients, American International Chemical, Dien, Custom Chemical Services, Centerchem, Debro – under one brand.
LBB Specialties is renaming Personal Care to Care, Advanced Materials to Industrial Specialties, and Debro to LBBS Canada.
The company said these changes are designed to better represent the company's technical insights-driven end-market strengths and offerings; each vertical includes dedicated sales, marketing, and technical support teams.
"LBB Specialties is excited about this reorganization for the benefit of our customers and our company. Not only will it provide a better experience when navigating our services, but it also raises awareness of our values and mission as an organization," added president and CEO Hank DeWolf.
The rebranding is expected to be completed by the end of 2023.
All divisions are wholly owned subsidiaries of LBB Specialties, and the company states existing contracts and agreements will be unaffected.