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Eastern Storage Equipment Ltd was formed in 1975 and started trading in a small summerhouse in the back garden of its founder Brian Francis. The company was originally formed to sell shelving, racking and storage solutions for UK businesses, using the extensive experience Brian had gained working for one of the UK’s leading manufacturers of storage products. The company has since gone from strength to strength, and in recent years sales have soared thanks to a move to online trading in the year 2000. Although Eastern Storage Equipment Ltd still produces its catalogues and takes telephone orders, it is its online sales division ESE Direct which is now driving sales forward and bringing in the lion’s share of the business.

Eastern Storage Equipment Ltd has now been trading online using the website for close to a decade, and with its online sales booming, the company has now made the decision to officially rebrand to ESE Direct. This month the name change becomes official and is accompanied by a full rebranding of the company from Eastern Storage Equipment Ltd to ESE Direct Ltd.

The change to the company name was appropriate as it is by ESE Direct that the company is now best known. The company has been using ESE Direct online and in its catalogues since the development of its product range to incorporate much more than simply storage equipment. Today, ESE Direct offers over 8000 products incorporating health and safety equipment, signage, manual handling equipment, changing room benches in addition to its expansive range of office, business and industrial storage equipment.

In addition to the official name change for the business, ESE Direct has designed a new corporate logo as part of its rebranding program. The company’s logo previously used an illustration of a shelving unit to match its main product range. However, since industrial and business shelving now comprise just a small part of the company’s product range, the shelving has been dropped from the logo, with the new design sleeker and more in keeping with the digital age.

ESE Direct felt that a change to the corporate logo would help to reflect the expansion of its product range. "Our old logo was starting to look a little dated as our product range has developed substantially since the company was formed. We hope the change to our corporate logo will also help us to create a much stronger online brand image" says Managing Director Simon Francis.

The new logo combines a stylish and friendly font with striking colours which should help the company stand out in an ever increasing online world. On the internet images really do speak louder than words, and are vital to help customers quickly identify a company. However, there is another reason why the rebranding was important for ESE Direct as Simon explains. "We wanted to bring the ESE and Direct closer together in our logo to help our company stand out from other organisations that use the acronym ESE".

The ESE Direct rebranding also includes the launch of the redesigned ESE Direct website this month, with improvements made to both the online customer interface as well as improved back office support.

For further information on ESE Direct and to find out more about its range of business and industrial products, visit

This press release was distributed by ResponseSource Press Release Wire on behalf of ESE Direct in the following categories: Business & Finance, Media & Marketing, Retail & Fashion, for more information visit