Sanford Business-to-Business has rebranded as Newell Custom Writing Instruments (asi/84833) and launched a new and improved website, the company has announced. In light of the name change, the Atlanta, GA-based supplier has also debuted a new logo.

According to Newell, the revamped website features improved search functionality, updated product pages, enhanced navigation, live chat and inventory lookup. “We’re excited to introduce an enhanced platform making it easy to navigate and access information across our entire brand portfolio,” said Jennifer Cleveland, senior sales manager. “With the improved features, visitors will be able to easily search for current promotions, new products and company information.”

The Jotter London Ballpoint is one of the new writing instruments Newell is featuring on its website.

A desire to more closely align, in branding terms, with parent company Newell Brands prompted the decision to rebrand from Sanford Business-to-Business to Newell Custom Writing Instruments, Ivey McCloud, a marketing manager with Newell Brands, told Counselor. Based in Hoboken, NJ, Newell Brands generated company-wide sales of $8.6 billion in 2018, a decline from the previous year. The company didn’t break out revenue for Sanford Business-to-Business in particular.

A Top 40 supplier as recently as 2016 based on estimated 2015 North American promotional product revenue of nearly $40 million, the former Sanford Business-to-Business turned Newell Custom Writing Instruments’ portfolio of brands includes Sharpie, Paper Mate, uni-ball, EXPO, Parker and Waterman.