The evolution of a distribution brand: the case of Exel Logistics

This paper builds on case work done with a major logistics operator - Exel Logistics - a company that has grown very quickly from launch in 1989 to become a leading force in both domestic and overseas contract distribution. Beginning with the evolution of the company, the paper moves on to examine problems faced by the parent company (NFC) and Exel Logistics’ subsequent launch as an umbrella brand for all its distribution activity. Exel Logistics’ strategies for international growth are outlined and questions posed as to its future direction. It is impossible to address the development of a single company in isolation therefore a second Working Paper, currently in review (The Changing Marketplace for Distribution: Implications for Exe1 Logistics), places the problems faced by NFC and Exel Logistics in context. It will examine how the UK, and to some extent the European and international marketplace for logistics and distribution has, and is continuing to change, over the same period of time. This allows for a broader examination of Exel Logistics’ strategic direction in the light of a discussion of current trends within the industry.