'Seko Synergy provides global network with local flexibility'

IT’S ALL about bringing something different to the market, says managing director of recentlylaunched Seko Synergy, Richard Mallabone. Previously the MD of a large American multinational, a company he grew and nurtured – with a great team, he added – to become one of the industry’s most respected logistics players, Mallabone’s career switch took the industry by surprise. “I would never have left for another freight company,” Mallabone told FTW from his new Pomona headquarters, “but Seko Synergy presented the opportunity to join a global company, owned and run by locals, providing a global network with local flexibility.” And that’s where the difference lies. “We dictate the guidelines, and that’s the excitement,” says Mallabone, a sentiment shared by fellow directors Chandra Booysen and Durban-based Samantha Bellaram. The company has achieved level 4 BEE status, with 31% of the shares held by Previously Disadvantaged Individuals. One of the shareholders is Metswedi Logistics. “They’re a high-end distribution and warehousing operation. We bring the clearing and forwarding expertise, and working in tandem with them we’re able to provide end-to-end solutions.” Sophisticated technology is part of the company’s success formula, says Booysen. “Our technology is one of the features that sets us apart, providing tailor-made solutions to the customer.” Doing things differently is clearly the mindset. “We won’t employ sales people to sell the service – we’ll do it ourselves,” says Booysen,. “We’re all playing in the same pond – which is why we need to bring something different and unique.” “We’re not trying to compete with the global majors at their game – we intend to change the rules of the game,” says Mallabone, who uses a maritime analogy to illustrate his point. “The big guys are like battleships. They’re necessary but they take hours to turn around. We’ll be the destroyer – easily able to manoeuvre and with the flexibility to turn a corner in a second. “We all have a part to play and our main focus will be our customers and ensuring they get the very best personal service in the market.” Seko Synergy was established in Chicago in 1976 and currently has 120 offices in 40 countries.