Gettys Group rebrands procurement division

The Gettys Group's procurement service now has its own banner with a new brand identity. Image credit: The Gettys Group

Design and development firm The Gettys Group has formally launched Populate Procurement, the new name and brand platform for its procurement services group.
 
The rebranding is the next step in the growth plan for each of The Gettys Group’s verticals: interior design, development, branding and procurement. This follows the previous launch of Gettys One—its interior design company specializing in prototypical brands—and Ridgeline Development Partners—its hospitality development company.

Related: Why this design firm sees value in select service brands

“Over our 30-plus years serving the hospitality industry, we have continuously innovated and diversified our company through new services, project types, geographic focus and investment,” said Roger G. Hill, chairman/CEO. “This has included procuring [furniture, fixtures and equipment] for projects where Gettys was not the interior designer—a segment of work that has grown to nearly 50 percent of the procurement projects we take on. It was time to allow procurement to flourish under its own banner.”
 
“Populate Procurement represents our next step forward at The Gettys Group companies,” said Andrew Fay, president of The Gettys Group. “We have evolved into a family of complementary brands, each with unique strengths and values. What is not changing is our dedication to delivering unmatched experiences for our clients and their guests.”

Anne Hiter, formerly senior procurement project manager at The Gettys Group, will serve as Populate's director.

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