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Acceo rebrands and refocuses on core verticals amidst expansion

Channel Strategy

Perhaps more than any other company in the Canadian channel, Acceo has been trying to transform itself, with some success.

It’s hard to say otherwise – in the last year alone the solution provider out of Montreal has made four acquisitions, and according to chief executive Gilles Létourneau, the company isn’t even done.

But for now, he says, the company is turning its attention inwards, and looking at how to best capitalize on the deals it’s made, and how to best communicate how much the company has changed in the 12 short months.

Hence, a rebranding.

“We’re not known well enough as a company,” Létourneau told CDN.

The company, which used to work in retail, public sector, tenant, SMB and printing solutions chose to drop the latter by selling off UniPrint, in order to focus on the other four verticals. It has also brought newly acquired solutions under the Acceo brand.

“We are simplifying the portfolio that we owned to bring it all under one name,” Létourneau explained, adding that it has also refreshed its logo and online portals with the help of a marketing firm.

“We have simplified the message that we are sending to our customers.”

Létourneau said that he hoped that with the unified branding, solutions that are unknown in the market will gain more recognition.

“It’s a work in progress,” he said.

While Acceo is not finished with acquisitions, new ones will follow its focus on its four key verticals. It is also looking into expanding into offices in the U.S.

“It’s much more around products and integration,” Létourneau said. “It’s not just rebranding but also a reorganization and how we present our business.”