Luka Orešković, Chairman of the Advisory Board, Darko Horvat, President of the Management Board, and Tomislav Glavaš, Member of the Management Board. Photo: BOSQAR INVEST
The company Meritus ulaganja d.d., known on the Croatian market as Mplus Group, changed its name to BOSQAR d.d. and presented a new visual identity and brand under which it will continue operating, BOSQAR INVEST
Along with the new name and brand, ambitious plans for growth and expansion were announced
Zagreb, June 14, 2024 – Meritus ulaganja (ZSE: BSQR), the holding company of the Croatian Mplus Group, presented its new name - BOSQAR d.d. - during a recent event at Klovićevi dvori in Zagreb, Croatia.
In addition to the new name, the company also revealed a new visual identity and the brand under which it will continue its successful operations, BOSQAR INVEST. At the same time, it was also decided that the Mplus brand would be used only for the group's BPTO vertical in the future.
"Market circumstances have changed significantly since the company, founded under the name Meritus ulaganja and positioned through the Mplus Group brand, successfully set out to conquer world markets. With the new name and brand, BOSQAR INVEST, we encompass all the diversity of our business verticals, describe our new strength, and emphasize our constant pursuit of excellence. We are showcasing new strength, as well as even higher and more ambitious goals in our business strategy and vision," Darko Horvat, President of the Management Board of BOSQAR INVEST, said.
Under the new brand architecture, the holding company will continue its operations under the legal name BOSQAR d.d. (brand name – BOSQAR INVEST). Accordingly, the company changed its ticker on the Zagreb Stock Exchange from MRUL to BSQR.
BOSQAR INVEST brings together four business verticals: the BPTO vertical, which continues to operate under the brand name Mplus and is made up of the company M Plus Croatia d.o.o. and its subsidiaries, the HR vertical and companies that operate as part of the Workplace Group and are holders of Manpower licenses for eight countries in the region, the eCommerce business vertical, which under the brand name Eplus Ventures consists of companies that operate according to a common eCommerce business model, and the newest, food vertical (Future Food Solutions), an integral part of which Panvita Group companies should also become, upon obtaining the approval of the competent authorities for the protection of market competition.
Strong growth and expansion
Since 2016, the company has undergone significant changes due to accelerated expansion and growth.
From the initial public offering of shares (IPO) in 2019, which raised more than 12 million euros, and the secondary one in 2021, when the value of the shares tripled, to pioneering moves on the Croatian capital market, such as the issue of the first green bond (SLB) in 2022, the path of BOSQAR INVEST was marked by partnerships with a number of institutional and private investors such as MidEuropa Partners, the European Bank for Reconstruction and Development (EBRD), pension and equity funds and development institutions, who recognized the company as a partner with whom they can realize their investment goals.
Rebranding: The Bruketa&Žinić&Grey agency
The described growth path required a rebranding to reflect the company's evolving identity and ambitions as a leading international player in a number of industries, but also to prepare the group for a stronger global market presence.
BOSQAR hired domestic experts, the Croatian agency with an international reputation, Bruket&Žinić&Grey, for the rebranding job.
"Great brands are not created in the laboratories of branding agencies, but in the minds of visionaries who have the ability to realize their visions. Our job is to listen, ask questions, systematize and present these ideas in the best possible way. Within roughly 100 days, a brand strategy was created - the basis for all communication activities, including naming and visual identity - in a co-creation process involving all the company's key people. BOSQAR INVEST has its roots in the Latin word boscus – tree, which is an excellent metaphor for a company with strong roots, focused on growth and development, but also in the boškarin, a breed of cattle originating from Istria in northwestern Croatia, which reflects ambition and optimism through the association with Wall Street bulls. This timeless visual identity communicates the ambition of this company to last, with a small contemporary intervention, the original ligature between Q and A that evokes the company's bullish character. BOSQAR INVEST is an original brand equipped with knowledge, energy, and experience. It has long since outgrown its initial local or even regional frameworks. Its character will drive its further success," Davor Bruketa, creative director and co-owner of the Bruketa&Žinić&Grey agency, said.
The rebranding will support the achievement of BOSQAR INVEST's ambitious business goals. These include outgrowing competitors in business segments of interest within the region of Central and Eastern Europe (CEE) and the European Union (EU) and affirming leading positions in the markets where the group operates.
Also, the new brand architecture will enable simpler, more efficient communication with key stakeholders and clearer positioning in the Croatian and international markets.
The new name will be implemented from the day it is entered into the commercial court's court register, while BOSQAR INVEST's new brand and corporate visual identity will be used from the day this press release is published.
About BOSQAR INVEST:
BOSQAR INVEST (BOSQAR d.d.) is a European leader that operates in the industries of contact center, information technology, employment services (HR), eCommerce, and, in the first half of 2024, it made a significant step forward through the establishment of a new food vertical (Future Food Solutions).
With an innovative business model, BOSQAR INVEST accelerated its expansion on the market with intensive organic growth and an M&A platform based on a buy-and-build strategy. Since 2016, 57 companies have been acquired and secured both a diversified portfolio of international clients within BPTO and HR business, as well as a growing number of customers when it comes to eCommerce and Food segments.
BOSQAR INVEST brings together four business verticals: the BPTO vertical (brand: Mplus), which consists of the company M Plus Croatia d.o.o. and its subsidiaries, the HR vertical and companies that operate as part of the Workplace Group and are holders of Manpower licenses for eight countries in the region, the eCommerce business vertical which under the brand name Eplus Ventures consists of companies that operate according to a common eCommerce business model and the newest, food vertical (Future Food Solutions).
In its ownership structure, BOSQAR INVEST brings together pension funds, institutional investors, international private equity funds, development institutions, and private investors. The BOSQAR business community consists of over 13,800 employees, and the group provides its services to clients who, in addition to Croatia, do business in 57 countries around the world.
