Phil Doye is renaming SBL as ‘boxxe' 12 months after snapping up the York-based reseller.
The new name - pronounced ‘boxx-ie' - is a nod to SBL's original moniker, Software Box, and comes as the public sector specialist gears up to enter the corporate market.
Doye told CRN that SBL was "crying out for some leadership and ambition" after taking the reins of the MoD specialist last May.
According to the former Kelway boss, SBL's rebranding was accelerated by COVID-19, which he said has underlined the importance technology plays in keeping businesses afloat.
"Covid-19 has changed everything. And when we come out of this, we'll remain permanently changed as a business. I want that change to be for the better. Our new branding recognises our history but embraces the future. It is young, dynamic, forward-looking and supports our intentions to innovate within our own market," he said.
Doye has spent the past 12 months "laying the foundations" to enter the corporate market, according to the company, which was founded in 1987.
The name and new brand will officially launch on 1 September.
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