RAJA Finalises Welco Rebrand to RAJA Workplace and RAJA Projects

London: Leading workplace equipment supplier Welco will rebrand to become RAJA Workplace and RAJA Projects, respectively, to offer a better and broader range of products to both ex-Welco and RAJA UK customers, and provide greater synergy across its industrial workplace equipment offering and bespoke project installation solutions.

Welco, which offers over 14,000 products from leading workplace equipment manufacturers was acquired by RAJA Group in June 2017 to expand its offering of packaging materials and warehouse supplies and equipment.

RAJA Workplace has revamped its entire workplace product range by meticulously analysing how they meet the needs of their customers both now and in the future, and will be selling the new range and RAJA Projects offering capital expenditure projects such as shelving and racking, mezzanine flooring, partitioning and conveyor systems to existing RAJA UK customers and vice versa, to benefit from the close relationship between the brands.

“Welco and its team have become part of the RAJA family since the acquisition in 2017. They have been able to benefit from our international leadership and analysed each and every category across the range using our existing suppliers, to bring customers a truly exceptional product offering, which has been brought alive by our marketing and purchasing teams.“ explained RAJA UK Managing Director Tom Rodda.

“Core to this announcement is our focus on being able to offer customers a bigger, more complete range. The RAJA UK customers will ultimately benefit from a greater choice of handling and storage solutions, and ex-Welco customers will be able to purchase from the biggest packaging choice in the UK. And this is all underpinned by the RAJA promise that our customers have come to expect – quality products, delivered on time and backed up by our professional and knowledgeable team.

Welco was founded in 1945 by Pat Welch, an entrepreneur from Edgbaston. In this time, it has built a strong brand reputation and deep product knowledge which has been used to build the business, alongside its charitable and team-focused values.

The RAJA Group is a French-owned company and the leading European distributor of packaging, supplies and equipment for businesses with over 200,000 products and a wide international presence, covering 18 European countries via 25 subsidiaries. It serves over 1 million customers across all industry sectors, from major international corporations to small and medium-sized companies.

Product and Purchasing Director at RAJA UK, Chris Liddell, commented, “There is a clear synergy in our value propositions. We can provide a bigger product range that will allow our customers across logistics, manufacturing, health and beauty, ecommerce and other industries to purchase everything from RAJA UK. The process enabled us to explore our heritage and our vision for the future, in collaboration with RAJA Group teams in France and our media and marketing agency, tmwi. This is best illustrated on our new website, showcasing our brand-new range, which has been built on the BigCommerce platform using our development agency GreenlightCommerce.

“With this new identity, we will continue to build robust relationships in the trade and operate as RAJA Workplace and RAJA Projects, two specialist divisions of the RAJA Group. Our expertise, advisory and customer-led approach will remain central elements of our strategy, while our range, reach and environmental innovations will grow.”

About RAJA
The RAJA Group is the European leader in multi-channel distribution of supplies and equipment for businesses. Present in 18 countries with 25 companies, RAJA offers the largest selection of packaging supplies in Europe as well as a complete range of handling, storage and industrial equipment, office supplies & furniture, janitorial supplies, safety and security products as well as retail equipment and supplies. An independent French group created in 1954, RAJA differentiates itself by the high quality of its products and its customer service based on expertise, proximity and reactivity. The RAJA Group has 3,000 employees and a turnover of 1 billion euros.
RAJA Group brands:
RAJA, Cenpac, Bernard, JPG, Kalamazoo, Mondoffice, Morplan, Udo Bär, Welcome Office