Specialty chemicals and ingredients distributor LBB Specialties announced on July 18 that it will restructure its go-to-market strategy through five industry verticals: Care, Food & Nutrition, Industrial Specialties, Life Sciences, and LBBS Canada.

The move consolidates business divisions under one brand on a platform reaching over 4,000 active customers with coverage across the U.S. and Canada. It also standardizes LBB Specialties’ customer experience across all legacy divisions.

LBBS is renaming Personal Care to Care, Advanced Materials to Industrial Specialties, and Debro to LBBS Canada; these changes are designed to better represent the company’s technical insights-driven end-market strengths and offerings. Each vertical includes dedicated sales, marketing, and technical support teams.

The Norwalk, Connecticut-based company says the new brand approach reflects “a commitment to consumer-focused thought leadership and a dedication to distribution of key and critical raw materials with minimal overlapping chemistries in its exclusive product portfolio.”

The rebranding is expected to be completed by the end of 2023. All divisions are wholly owned subsidiaries of LBBS, and the company states existing contracts and agreements will be unaffected.