Belknap-Haines-STC has announced plans for a comprehensive rebrand. This strategic move aims to unite The Belknap White Group, JJ Haines & Company, and Swiff-Train Company under a single brand identity, streamlining operations and enhancing customer service across its geographical footprint.

Paul Castagliuolo, president of Belknap-Haines-STC, explained the motivation behind the rebrand: "We are merging three great company brands with different processes, cultures, and identities into one. We believe this will allow us to better service our customers by delivering a consistent buying experience. Our goal is to build stronger relationships with our customers through superior service."

CEO Raymond Mancini, Jr. reassured stakeholders that the company's core values would remain intact. "We're the same great company we've always been," Mancini stated. "We're expanding on the core values that have fueled our success for generations – customer focus, integrity, and dedication to quality products."

The rebrand is centered around customer-centric values, guiding all aspects of the company's operations. While specific details are being kept under wraps, the company promises a fresh, modern look and an enhanced commitment to empowering flooring professionals.

The Mancini Family, long-time business owners, have pledged their continued commitment to upholding these values as the company enters this new phase.

Hear our recent podcast with Belknap White’s Dave Godlewski, vice president of ceramic, and Jane Twombly, director of specification, who provided an in-depth look at the company, one of the country's largest flooring distributors.