1. boxxe
Old name: Software Box
Date of name change: 2020
Rationale
A year after acquiring Software Box in 2019, serial entrepreneur Phil Doye unveiled a fresh identity for the York-based public sector software licensing reseller.
While a nod to its 30-year heritage, ‘boxxe’ (pronounced ‘boxx-ie’) also “embraces the future”, he explained at the time.
The rebrand is very much in keeping with a wider trend among resellers to literal names for ones leaving more to the imagination.
“It is young, dynamic, forward-looking and supports our intentions to innovate within our own market,” Doye said.
What happened next?
Since the rebrand, boxxe has grown revenues from £200m to £650m, in that time acquiring Total Computers and CAE.
At the time of the latter deal, Doye reiterated his intentions to build a £1bn business.
