Inside perspective on RS rebranding

RS’ VP of marketing, Jessie Dearien

RS’ vice president of marketing, Jessie Dearien, shares why she’s excited about the company’s rebranding and what it means to RS employees and stakeholders


On 6 February 2023, Allied Electronics & Automation changed its name to RS. Allied was the main trading brand in the Americas of RS Group plc, a global omni-channel provider of industrial product and service solutions. Electronics Sourcing met with RS’ VP of marketing, Jessie Dearien, to discuss the name change.


Q: Can you elaborate on the decision to change the trading name to RS?


A: The rebranding is powered by the longstanding relationship between RS and Allied who have worked together since 1999, when RS Group acquired Allied. As RS, we’re evolving to provide customers with more product and service solutions at every stage of the industrial lifecycle to help improve efficiency, generate sustainable value and increase scalability.


Q: Does the change provide benefits to electronics purchasing professionals sourcing components?


A: Definitely. We’re still the dedicated partner purchasers know and trust to fulfill their distribution needs, but we now offer even more value. Now, we can digitally provide eProcurement and other purchasing services to help customers uncover cost savings and efficiency at every turn.


Purchasing professionals in the electronics space can buy confidently, knowing RS has solutions for every stage of a project’s lifecycle. They won’t have to look anywhere else.


Q: What other announcements can we expect from RS?


A: Working together as RS, we can leverage our global scale, capabilities and omni-channel presence for the benefit of our people, customers, suppliers, communities and shareholders. Our customers in the Americas, extending from small single-site businesses to global multi-site companies, will continue to enjoy access to our broad, deep range of more than 750,000 stocked industrial and electronic products and, going forward, a wide portfolio of service solutions for design, procurement, inventory and maintenance.


The continued unification of our brand presents opportunities for the Group to increase its share of a large, fragmented market, drive continued market outperformance and accelerate organic growth. Our increased global collaboration also fuels our environmental, social and governance (ESG) initiatives aimed at creating a more sustainable, inclusive world and driving strong revenue, cash conversion and attractive returns.