Lubbock, TX-based Scarborough Specialties (asi/319940) has a new name and an ambitious growth plan. The 31-year-old distributorship has announced its rebranding as Brandability – as part of a strategic move to expand its operations to a national scale.

Along with the name change, Scarborough Specialties has unveiled a new brand identity that includes a refreshed logo, an updated website and a revamped marketing strategy, while maintaining the core values that have been instrumental to its success in Texas.

Scarborough Specialties’ (asi/319940) new name and logo

“My mom started this business over 30 years ago with a focus on serving one community with a commitment to hospitality and excellence,” said Stan Scarborough, who currently serves on the company’s board of directors. “Our rebranding is not just a change in logo or colors. It’s a reflection of our commitment to evolve and grow while staying true to the principles that have guided us for three decades.”

The company shared the thought process behind its rebranding on its website, explaining that the new logo’s black-and-white color scheme is “classic, versatile and respectable.”

“The word ‘brand’ is solid and strong as any good brand should be,” the company added. “The word ‘ability’ implies motion and teamwork, both of which are necessary for growth and creative solutions.”

Founded in 1992, Scarborough Specialties started out focusing on building business in Lubbock, but gradually expanded across Texas. It now has offices in seven cities across the state. The distributor’s national expansion began earlier this year when it established a presence in both Missouri and Oklahoma. The company intends to continue its expansion into new locations across the country, enhancing online services and introducing new products and services tailored to a diverse national clientele.

Scarborough “is excited to bring its unique combination of in-house decoration and design and dedicated salesforce exceeding 40 members to new markets, offering the same level of quality and customer service that has made it a beloved brand across Texas,” the company noted.

In January, Scarborough Specialties named former Facilisgroup executive Matthew Lamb as CEO, with Scarborough noting at the time that Lamb’s “proven leadership and experience will take us into the next phase of growth and innovation.”