Abnormal load operator rebrands

This month sees the official launch of newly branded specialist abnormal load operator Onelogix Projex. It’s an amalgamation of two well established companies, Onelogix Projex and RFB Logistics. both of which previously operated independently within the Onelogix group. “The amalgamation makes sense for us and our customers,” Onelogix CEO Ian Lourens told FTW. “It enables us to lever off the synergies of both companies which occupy different niches within the same market segment. RFB owns 45 trucks, has its own workshop and services a very broad customer base focusing on abnormal loads as well as general freight. It has a strong brand identity within the market and a loyal customer base. “Onelogix Projex was established in 2010 with a group of individuals with many years’ experience in the project management side of abnormal loads. They service a smaller and more specialised customer base and most work is outsourced. They don’t have great expertise in the management of trucks, but are skilled in the intelligence required to manage large projects.” The amalgamation of the two brands – with the benefits of crosspollination of ideas – therefore makes logical sense, he said. In terms of group structure, Onelogix is the listed entity, with its nine subsidiary companies, all of which occupy very welldefined niches, leveraging off the brand. “This latest move is the first step in the longer term direction of a general rebranding exercise,” Lourens explained. “Because of our size, we can’t be everything to everybody so we’ve chosen to be something very good and very well defined in a niche – and we like those niches to be very well protected in terms of high barriers to entry which would be, for example, the cost of equipment.” The companies within the group serve three segments comprising specialised transport, PostNet which stands on its own, and transport services which provide services to the logistics industry. “Our model is an entrepreneurial one,” said Lourens. “Each business unit is headed up by the person who launched the product and who generally maintains a significant shareholding. As entrepreneurs they have reached a certain level. The muscle of Onelogix provides the platform to take them to the next level – and experience has demonstrated that it’s a model that works.” CAPTION Ian Lourens ... serving welldefined niches.