Superior Rebranding Showcases Product Diversity

Posted June 12, 2018 at 12:59 pm

After 98 years in business, Superior Uniform Group recently announced a rebranding of the Seminole, FL-based company as “Superior Group of Companies,” (SGC) according to a news release.

“Our new name recognizes our rich history as ‘Superior’ and includes how diverse we’ve become as a family of companies all working toward brand enhancement,” said Michael Benstock, CEO of the $267 million publicly traded company. “This name change and rebrand allows us to better identify our company and represents all of our branding solutions under the Superior Group of Companies name.”

SGC includes seven signature brands in its three divisions.

Superior Branding Solutions:

  • BAMKO is one of the world’s largest full-service branded merchandise companies, the release said. It provides customer branding, design, sourcing and marketing solutions to some of the world’s most successful brands.
  • Tangerine Promotions is a design and production organization with expertise in promotional products, customer POS displays, racks and signage across all substrates.
  • Public Identity supplies collegiate licensed products and apparel for hundreds of leading U.S. colleges and universities.

Superior BPO (business process outsourcing) Solutions:

  • The Office Gurus is a leading provider for custom contact center and back-office support services. It operates as an extension of its customers’ organizations, representing them as the voice of their brand. Its global presence enables the company to develop custom solutions for businesses of any size and model, the release said.

Superior Uniform Group

  • Fashion Seal Healthcare is a leading supplier of uniforms to healthcare providers, laundries and distributors. Its many innovations have helped it keep pace with the constantly changing healthcare market.
  • HPI Direct is a leading branded-image apparel designer, manufacturer and distributor for the world’s largest brands in food service, retail, transportation, security and hospitality industries, the release said. It develops and manages award-winning uniform and identification programs.
  • CID Resources is a leading provider of branded medical uniforms. CID launched its WonderWink family of brands in 2010, which it built into a leader in retail scrubs. This elevated consumer brands, such as Carhartt® and Vera Bradley® into scrub brands for retail distribution.

“Our company grew rapidly and we’ve built a first-class innovative branding company serving some of the world’s top brands,” Benstock said. “Promotional products, telephone-based customer engagement and uniforms are essential elements of the modern brand. Now we have the opportunity to better tell our story. While we’re the same great organization, we now have a name that more clearly indicates our full scope of capabilities.”

The Superior Group of Companies will continue to trade as SGC on the NASDAQ stock exchange.

Founded in 1920 as a uniform provider of medical apparel, SGC grew into one of the country’s largest designers, manufacturers and distributors of branded uniform program, the release said. The company launched a call center division in 2008 and a promotional product company in 2009. In the past five years, SGC has acquired five companies in the uniform and branded merchandise space and achieved a 41% compounded annual growth rate in its call center business. SGC is an international leader in brand-building services, the release said. To learn more, click here.

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