DHL Supply Chain rebrands freight brokerage operation

Exel Freight Connect, DHL Suuply Chain’s freight brokerage operation, has been renamed to DHL Transport Brokerage as part of a multi-year brand transition.    Transportation brokerage services provider DHL Supply Chain, a subsidiary of Deutsche Post DHL Group, has renamed its freight brokerage operation, formerly Exel Freight Connect, DHL Transport Brokerage.
   The name change is part of the company’s multi-year brand transition, which first started in January 2016 when the U.S. arm of Deutsche Post DHL Group began operations as DHL Supply Chain.
   Headquartered in Columbus, Ohio, DHL Transport Brokerage offers full truckload (FTL), less than truckload (LTL) and expedited shipping for bulk, temperature-sensitive, hazardous materials and heavy haul loads.
   “We are excited about the introduction of this new company name – DHL Transport Brokerage – as it better reflects where our business is headed,” Jim Monkmeyer, president of transportation at DHL Supply Chain said in a statement to Logistics Management. “The DHL Transport Brokerage name shows our commitment to our customers, as we’ll be able to provide them with a more consistent and seamless experience across all markets. Under this new name, we’ll continue to exceed our customers’ expectations by moving even the toughest of loads through our partnership with thousands of trusted carriers and by offering innovative, industry-leading solutions, so each load is delivered on-time, every time.”
   According to the Logistics Management report, Monkmeyer said in an interview at the CSCMP EDGE Conference in Atlanta this week that there were a few drivers behind this particular name change, namely that DHL Supply Chain is integrating its dedicated fleet, managed transportation, and brokerage operations.
   “Most customers think they want one, or the other, or the other, but what they really need is the option among all three services,” he said. “We are working on the organizational changes and the technological changes to integrate them in real-time to be able to take advantage of when you have overflow in the fleet it goes into brokerage so it is all kind of seamless for the customer. The status update on the back end would also apply to all three modes.
   “So we cannot have something called Exel anymore,” Monkmeyer added. “It took us ten years to retire that name from the warehousing business in the U.S. DHL bought Exel in 2006, and this is one of the last remaining pieces.”