A rebrand of Brussels-based RGF Europe – now be known as Renshaw Europe – was part of the group’s global expansion plans.
Renshaw Europe acts as a sales and marketing, distribution, and logistics centre for a range of products across the continent.
RGF executive chairman Peiter Totté said: “A common theme across all the companies of the group is a transformation from being a manufacturing-led to a market-led businesses.
“Understanding the markets in which we operate and meeting customer requirements with quality products and excellent service is a key driver for our future development.
Totté said the rebranding was a “manifestation” of RGF’s intention to grow the Renshaw brand internationally.
New subsidiary business
RGF also announced its plans to expand its cake decorating business across America with the creation of a new subsidiary business Renshaw US.
The company – which will trade as Renshaw Americas – will operate from a 1,742m2 warehousing facility in Rockaway, New Jersey.
Renshaw Americas is planned to act as a sales and distribution hub to sell cake decorating products from RGF. It will initially supply the US and Canada, with plans to expand to the rest of the Americas.
Sugar paste, coverings and frostings from Renshaw UK and the full range of Rainbow Dust Colours products will be marketed by Renshaw Americas.
Totté added that the US and Canada were very important markets for RGF’s cake decorating business and that it accounted for about 10% its overall export sales.
‘Scope for future growth’
“By establishing a permanent presence [in the US] we believe there is scope for future growth and improved margins with operating efficiencies and better supply chain management,” said Totté.
“We can now ship in bulk quantity directly to a storage and distribution facility in an optimal location for onward distribution.”
Totté explained that the restructure of business would lead to manufacturing efficiencies in the company’s factories in the UK, better customer service and improved margins.
“With an established presence we also see the opportunity to broaden our customer base and in particular we are excited about the growth opportunity for sugar paste, as opposed to soft icing, as this market is largely underdeveloped across the Americas.”
Real Good Food restructure – at a glance
- Renshaw Europe – Real Good Food Europe rebrand
- Renshaw US created – new subsidiary business
- US and Canada account for 10% of export sales