Kersten Rebranding
On June 29th 2023, C. Kersten en Co N.V. celebrated its 255th anniversary. What started as a fabric store and tailor shop has now grown into a highly diversified group of 13 companies across 5 divisions. Throughout its long history, Kersten has always maintained strong ties with the Surinamese community. Currently, 850 people work with pride and passion, dedicating their time daily to creating sustainable value for the community, customers, and shareholders.
The Divisions:
In the Building & Construction division, Kersten Alginco, Kersten BEM, and Argos Suriname are active. In the Distribution division, Kersten plays a prominent role in supplying pharmaceutical products and medical equipment. The Hospitality division comprises Popeyes Louisiana Kitchen, the new Radisson hotel scheduled to open in 2024, and Berg en Dal Amazonia Wellness Resort.
The Motors & Industrial Equipment division, with Kersten Motors as part of it, takes a leading role with strong brands in the automotive market. Surmac Suriname and Surmac Frans Guyana provide machinery and equipment for mining, building and construction, energy, and the maritime sector in Suriname. The Energy division consists of a Training Academy for the Oil & Gas sector based on international standards. Lastly, Kersten Environmental Services delivers solutions for eco-friendly waste processing.
New Vision:
The group of companies has experienced significant growth in recent years. In 2022, a new strategic plan was developed, outlining the new vision and development directions. The central theme for the next 5 years is to further strengthen and promote the “One Kersten Vision.” This involves extensive collaboration within Kersten companies and its partners to achieve sustainable strategic advantages with a customer-centric approach.
New Corporate Identity:
As part of the “One Kersten Vision,” a new corporate identity has been designed. The logo is inspired by the symbol for infinity, which, in this case, represents the successful 255-year history and full confidence in the future. The chain in the logo symbolizes strength and reliability. The “One Kersten Vision” strategy and the interconnectedness of the Holding, its divisions, and subsidiaries are reflected in the three circles. The well-known and trusted colors blue and orange, representing professionalism combined with Surinamese warmth and hospitality, are also incorporated into the new logo.
Our new slogan, “The mark of a choice well made,” underscores the recognition that choosing the Kersten Brand is not a coincidence but a well-considered decision. It represents a conscious choice for the high quality, excellent service, and consistent reliability of our products and services.
Sustainable & Forward-looking:
Kersten places great value on the environment in which it operates and acknowledges its Social Corporate Responsibility, evident in its rich history and extensive experience in various sectors. Sustainability, considering people as the most significant factor, lifelong commitment to multiple generations, and mutual benefit are values that the organization embodies at its core. Guided by its new vision and customer-oriented approach, Kersten will continue to serve future generations.
