HOW A 125 YEAR OLD BRAND PLANS TO FEND OFF DISRUPTORS

AFTER 125 years, the WridgWays name has become synonymous with the removalist industry in Australia.

But with 125 years of history comes the hangup of the old way of doing business. A legacy company like WridgWays is the exact model fresh startups is aiming to disrupt.

Kobus Fourie, managing director of WridgWays, is in the job to ensure this disruption doesn't happen.

His latest directive is to change the name of the company from Santa Fe WridgWays back to the known and loved Aussie brand WridgWays.

"WridgWays is an iconic Australian brand," says Fourie.

"We have moved more Australians into their new homes across this large country and internationally than any other relocation provider operating today."

The iconic company became known as Santa Fe WridWays in 2010 following integration with global relocation provider Santa Fe Group.

"We had customers asking if we were still the same WridgWays, and for us, the connection we have built over decades is what the WridgWays brand signifies in Australia." Read more

David Simmons - Business News Australia - 1 Dec 2017

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