On Feb. 6, Allied Electronics & Automation — the main trading brand of omnichannel industrial provider RS Group plc in the Americas — has rebranded as RS, according to a news release.

Rebranding Allied as RS is RS Group’s most recent effort to consolidate the product offer, service portfolio and experience of its brands under a single, unified brand identity, the company said.

RS said the rebranding will “elicit new opportunities to help industrial customers overcome challenges and further enhance the company’s user-friendly, technology-enabled customer experience in the region.”

“Allied earned a reputation as a leading distributor of industrial products and services in North America and was recognized for being reliable and committed to solving our customers’ problems,” said Jessie Dearien, RS Vice President of Marketing, Americas. “RS is founded on these same core values, so aligning under the banner of RS extends our ability to deliver value for our customers. Being part of the global RS team will enable us to leverage our expertise and experience across the Group. Our aim is to think bigger, make the impossible possible, become the first choice for our stakeholders, and make amazing happen for a better world.”