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DeAngelo describes new HD Supply brand strategy

Joe DeAngelo

Atlanta-based HD Supply launched a refreshed brand approach that is described as a simplified and unified approach to representing the industrial distributor’s business units and their areas of expertise. 

The names of the company’s Facilities Maintenance, Waterworks and Power Solutions business units will remain unchanged. But HD Supply White Cap, Crown Bolt, Creative touch Interiors and Repair & Remodel have been rebranded as HD Supply Construction & Industrial, HD Supply Hardware Solutions, HD Supply Interior Solutions and HD Supply Home Improvement Solutions.

“We partnered with a third party to confirm with our customers that HD Supply is a well-recognized brand strongly associated with our knowledgeable and experienced associates that provide solutions to enable our customers’ success,” said Joe DeAngelo, CEO. “As we evolve, especially now as a more visible public company, we want to be widely recognized as one team that works hard every day to build and maintain our North American cities while supporting the careers and families of our associates and trade professionals.”


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