WillScot owner to merge brands

WillScot Holdings Corp, owner of modular accommodation and storage specialist WillScot Mobile Mini, is to combine all of its brands.

The US-based company said that the move will see all companies become unified under the WillScot brand and will reinforce it as a “leading temporary space solutions provider.”

The move will see the company market itself under the new “Right from the Start” tagline.

In conjunction with the rebranding announcement, the WillScot parent company has also changed its name from WillScot Mobile Mini Holdings, Corp to WillScot Holdings Corp.

The company is also launching a new website, which is live now, for the entire offering under the brand.

WillScot said the website will offer an “intuitive visual journey to identify space solutions that are optimal for their unique needs and industries.” 

It added that the website is the first of many new tools, as it looks to further enhance its digital experience for customers in the future. 

Brad Soultz, chief executive officer, WillScot, said, “From 1944, when our predecessor company Williams Mobile Offices created and patented the first mobile office, to the more than 135 million sqft of turnkey space solutions we offer today, we have continuously innovated and invested to improve customer experiences and generate value for our stakeholders.

“Our evolution accelerated when our company re-entered the public markets in 2017. Since then, we embarked on a series of technology transformations, successfully consolidating our ERP system in 2021, harmonising our CRM system in 2023, and implementing field optimisation tools in 2024. Most recently, we aligned our branch network with a unified go-to-market strategy.”

Tim Boswell, president and chief financial officer, added that the move will enable the company to engage with its customers under one brand; “It allows us to efficiently present our full offering of turnkey space solutions, which has expanded dramatically in recent years and we expect will continue to expand with future additions.

“I am excited for our team to experience this next stage in our evolution, which will optimise our commercial engagement and operations, with a continued focus on driving value for our customers, our employees, and our shareholders.”