Recommerce specialist Zone Global has completed a rebranding programme to shed its reputation as a trader and reposition as a full-service solutions provider.
The New Zealand-headquartered company which operates across the UK, Australia, and the USA, says the shift is about more than opticsof a new logo .
it is now presenting itself as a full end-to-end service provider, offering repair, refurbishment, reverse logistics, circular economy strategies, and emerging technologies.
Founder Daniel Parsonage said the business had moved from its origins as a pure-play trading company, but was still battling industry perceptions.
“We changed how we operated three years ago, but we still had the label of being ‘just another trader’. Over the last three years, we’ve invested heavily in building a clear point of difference through certifications, accreditations, and, critically, a brand.” ,” Parsonage said. “
“We still trade, but we want to be paid for value, not just margin.We’d much rather earn transactional fees from providing real services than simply buy and flip stock”, said Parsonage. “Everyone in this space claims not to be a trader — but most still are. We’re going the other way. We’re showing that we’re a service provider first. Trading is just something we still do — not who we are.”
Zone Global’s new visual identity was done by the creative agency behind the relaunch of Skinny Mobile in New Zealand. It .is now being rolled out across all packaging, refurbishment documentation, and distribution materials.
“We want people to see a logo and instantly know it’s us. It doesn’t even need to say ‘Zone Global’. The mark should speak for itself”,” Parsonage said.
Zone Global has also launched a portal that will give accounts access to live inventory with instant purchasing, reverse auctions, and forward ordering tools that lock in pricing on key models for up to 60 days. The platform will first go live in the UK, New Zealand, and Australia, with a US launch planned later.
Mobile industry veteran and entrepreneur Bav Majithia joined Zone Global six months ago as a non-executive director. Majithia is the co-owner and COO of vehicle customisation and wrapping company Yiannimize and co-founded Genuine Solutions Group in 2005. His role at Zone Global is part of the company’s global expansion strategy to scale its operations, particularly in the UK, Europe, and the USA.
