Suez Environnement Ditches 40 Names in Marketing Makeover

Suez Environnement will bring its 40 brands that operate around the world selling services from reverse-osmosis seawater desalination to sludge and wastewater-treatment under the name of its parent company.

Units including Degremont, United Water, Sita, Lyonnaise des Eaux and Agbar will now become Suez Environnement, according to a statement Thursday from Europe’s second-largest water company. Many of the names came from acquisitions such as the Spanish water business Agbar.

The company, based outside Paris in La Defense, has expanded to Spain and Italy to try to boost profitability amid pricing pressures, French municipal contract renewals and a slow European industrial waste business. Chief Executive Officer Jean-Louis Chaussade unveiled the branding change in a bid to simplify Suez’s image and chase contracts with multinational companies that operate in more than one country.

The company and larger rival Veolia Environnement SA compete in France for municipal waste and water services and globally for large treatment installations like desalination plants and recycling factories. Other companies integrated under the Suez single brand include Aqualogy and Ondeo Industrial Solutions. Costs of the makeover weren’t given.

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