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RAJA rebrands Welco workplace arm as it taps into boom in home-working migration management

RAJA: tapping into home working boom

InternetRetailing Growth 2000 B2B and B2C packaging retailer RAJA has rebranded the workplace arm of its business, Welco, as RAJA Workplace and RAJA Projects to offer a bespoke project installation business.

The move to home working and relocation of many employees is seeing a surge in businesses looking to not only supply home-office equipment, but to also manage the installation and set up. The RAJA move plays well with this trend.

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.“ explains RAJA UK Managing Director, Tom Rodda.

He adds: “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.

Product and Purchasing Director at RAJA UK, Chris Liddell, comments: “There is a clear synergy in our valuepropositions. 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.”

Liddell concludes: “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.”

RAJA recently moved to a new purpose built HQ and warehouse with 267,000 sq. ft of space with 40,000 pallet bays, 20 HGV docking bays and four level access doors, along with 24,000 sq. ft of office space. The company has also seen an explosion in sales during the pandemic as the demand for packaging and mailing solutions has skyrocketed as ecommerce has taken off.

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