CRT Group integrates Golden Bros brand


Golden Bros will be no more after announcement it will operate under the CRT Group banner

The Golden Bros name will disappear following the announcement it will operate with CRT under the one name.

Both businesses will be known as CRT Group, with Chief Executive Cameron Dunn saying the decision to operate under the one name will streamline operations while exploiting synergies.

The supply chain and logistics operator, which became a subsidiary of QR in 2005, acquired Golden Bros in September 2007 in an effort to grow its business.

While optimistic of the future, Dunn concedes the supply chain sector faces challenging times as costs rise, skills shortages bite and emissions trading takes effect.

"In the 22 years I have been involved with the logistics industry, I have never witnessed such challenging times as what faces our industry today," Dunn says.

"However, with all challenges, there come opportunities."

In integrating the Golden Bros brand under the one banner, CRT last week unveiled its new branding. Titled "Better Ways", Dunn says the brand represents the CRT Group’s commitment to sustainability, performance and exceptional customer service.

The decision to change the brand came following a lengthy review process in which the CRT Group surveyed its customers, suppliers and staff.

"The outcome of the research reinforced the need for us to have one brand that would reflect the values of our business, along with our strategic direction", Dunn says.

"The branding statement of ‘Better Ways’, which will feature prominently in CRT Group marketing campaigns, encapsulates what we strive for: to perform better, employ better people and create a better future."

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