Argenbright Security Europe Limited (ASEL) is proud to announce the official unification of its brand, marking a significant milestone in its journey towards becoming Europe’s pioneer provider of integrated security services and risk management solutions.
This strategic move follows a period of accelerated growth and successful acquisitions, including Amberstone Security and The Protector Group.
Security guarding services
Transition to the unified ASEL brand represents the culmination of a 2-year effort to reduce operations
The transition to the unified ASEL brand represents the culmination of a two-year effort to consolidate operations and expand capabilities across Europe.
By integrating services under the ASEL name, the company aims to streamline its offerings and enhance its ability to deliver specialised security guarding services and cutting-edge, technology-led security solutions.
What’s changing?
For clients, partners, and stakeholders, brand unification signifies continuity in the high-quality services they have come to expect.
ASEL remains committed to delivering excellence through its innovative, technology-informed approach, underpinned by comprehensive data and insights. The company’s focus on reducing crime and improving safety across various industries remains steadfast.
ASEL’s commitment
The unification also brings a renewed sense of purpose to the talented individuals within ASEL
The unification also brings a renewed sense of purpose to the talented individuals within ASEL, aligning everyone in the pursuit of a singular goal: making communities safer.
The company’s new strapline, ‘Making communities safer’, encapsulates this mission and reflects ASEL’s commitment to ensuring the safety and well-being of its clients and the communities it serves.
New brand values
ASEL introduces three new brand values to guide its operations and strategic decisions:
- People First: Empowering and valuing every individual, every day.
- Passionate: Taking pride in every action and acting with purpose.
- Fearless: Boldly embracing challenges, unafraid of outcomes.
Dan Hardy, ASEL Group Managing Director, states, “Our new values will be evident in everything we do, and we are excited to continue on our journey as ASEL. Moving forward as one unified brand is a declaration of our ambitions for the future and a signal of our dedication to excellence in every aspect of our business.”
A bright new future as ASEL
As ASEL embarks on this new chapter, it remains more committed than ever to its vision of making communities safer through innovative security solutions.
The brand unification is not merely a change in name but a bold step towards realising ambitious goals and reinforcing ASEL’s dedication to innovation, its people, and the communities it serves.
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