Livingston Hamilton Will Unveil The First Phase of Its New Brand Identity on Aug. 1, 2012

Livingston Hamilton, a short-term IT and AV rental solutions company, will unveil the first phase of its new brand identity on Aug. 1, 2012. After this date, the organization will operate under the new name of Xchange Technology Rentals (XTR), as part of the global rebranding strategy for the rental divisions of the parent company, Xchange Technology Group. 

"The change in our name exhibits a strong and unified global company," stated Siggi Franz, the managing director of XTR's German division.

Xchange Technology Group's 2011 acquisition and integration of the U.K-based Hamilton Rentals with Livingston Hamilton in Germany created Europe's largest short-term IT and AV rental business. Now, combined with Vernon Computer Source in North America, the new brand will demonstrate XTR's global reach and worldwide IT and audio visual rental capabilities.

Jeff McFarlane, CEO of Xchange Technology Group, commented that "the rebranding of the three rentals units will harmonize our brand and demonstrate to both customers and vendors alike, the global reach and breadth of product expertise at Xchange Technology Rentals - from personal computer technology, and enterprise level server and storage solutions to the AV equipment Livingston Hamilton is so well known for."

The rebranding process and strategic repositioning began with Livingston Hamilton in the spring of 2012 as the 115 employees became part of a larger, global team collaborating and bringing forth new innovative ideas. "There will be no transformation to our structure itself. From the management team to our warehouse employees, everything remains the same," said Franz.

Livingston Hamilton is expecting a significant increase in European business this autumn, including a series of transactions to supply over 1000 LED displays for the world's largest fair for interactive games and entertainment "gamescom" in August of 2012.

Xchange Technology GmbH

Xchange Technology Rentals , based in Darmstadt, Germany, is the world's leading IT rental company providing international rental of IT and audio visual equipment. Customers use its extensive rental fleet for major sporting events, trade shows, exhibitions, training courses, as well individual presentations and meetings. The company also manages server and storage evaluation programs for several major vendors. The clients of Xchange Technology Rentals are as diverse as its inventory, ranging from local organizations to more well-known global players across multiple industries, such as leading software and hardware suppliers, as well as internet providers, network-installation and service companies, finance, insurance and telecommunication enterprises, in addition to larger groups in the auto and aircraft industry.