Global electrical products distributor Wesco International unveiled the details of its new international go-to-market brand, Wesco Anixter, on Jan. 31 at the ISE Show 2023 in Barcelona, Spain.

“Our new identity is a visual representation of the endless possibilities we deliver to our customers in APAC, CALA and EMEA,” read a tweet from Anixter’s Twitter account, which reflected the new branding. “We’re unified in our mission to build, connect, power and protect the world.”

The new international Wesco Anixter brand represents the combined organization across its CALA (Caribbean and Latin America), EMEA (Europe, Middle East and Africa), and APAC (Asia Pacific) regions, according to a news release.

“We are proud to share a new international brand identity that underscores Wesco Anixter’s commitment to innovation and in-country expertise, showcasing the company’s ability to provide customers around the globe with the solutions they need to drive operational efficiency and profitability,” Wesco Chairman, President and CEO John Engel said in the release.

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Pittsburgh, Pennsylvania-based Wesco completed its $4.5 billion acquisition of Anixter International in June 2020, which essentially doubled the size of Wesco. The company has since established itself as the largest electrical distributor in the U.S., claiming the No. 1 ranking on MDM’s 2022 Top Electrical, Data & Security Distributors list. Wesco also ranked as MDM’s No. 8 MRO Industrial Distributor and No. 18 Industrial Distributor in 2022.

“For 100 years, Wesco has been on the front lines of the supply chain industry,” Engel said in the release. “Change has been the only constant, and yet we’ve remained steadfast in our mission to help our customers navigate emerging market dynamics time and time again. It’s this commitment to service coupled with ever-present ingenuity and hard-earned expertise that has continued to set us apart even as we’ve grown around the globe. Looking ahead, we remain focused on serving as a reliable, dedicated partner, helping to keep our customer’s businesses running as we strive to become the best tech-enabled supply chain solutions provider in the world.”