Office Space News
Preferred Rebrands Executive Suites as Carr Workplaces
Published December 8th, 2009 by Jennifer LeClaire
Preferred Offices, a Washington, DC-based provider of alternative workplace solutions, has made a bold move to rebrand itself. Preferred Offices has changed its name to Carr Workplaces and will operate its Preferred Offices and Synergy Workplaces brand under this banner from now on.
“Our rebranding reflects both our history and our future,” says Joe Wallace, CEO of Carr Workplaces. “We believe our businesses model is experiencing growth as companies rethink their approach to how they create and provision work environments – they want to tie up less capital, shed long term obligations, stay flexible, and move the workplace closer to employees and clients. We aim to play a material part in that reshaping, and to help change the way people work in the future.”
Founded as Preferred in 2003 by its Chairman Oliver T. Carr, Jr. Carr launched the company to help small businesses and entrepreneurs gain access to the same workplace resources larger companies enjoy, as well as to help them compete with lower cost office space. Carr’s corporate philosophy: to nurture the human spirit within the workplace by providing affordable, modern, flexible, alternative workplace space for short-and long-term use.
Wallace estimates that alternative workplaces make up about half of a percent of the overall U.S. commercial office space market and expects the ongoing disaggregation of the work environment to continue to fuel Carr’s growth. For its part, Carr Workplaces operates 23 business centers in eight states and the District of Columbia. Carr serves more than 1,500 clients across the country. Government contractors, legal and accounting firms, executive search firms, IT companies, start-ups, advertising and design firms, and satellite space for large, multi-national companies are among Carr’s clients.
“Great workplaces have to be functional, professional, easily-obtained, and simple to use,” Wallace says. “They also need to help you maintain a balance in your life by wrapping you in the comfort and familiarity of a community that you enjoy being with every day.
“At Carr Workplaces, though there are tactical and strategic business benefits we deliver, we try not to lose sight of the fact that work is human and personal; our goal is to inspire and nurture the human spirit within the workplace, one person, one office and one community at a time.”
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Bill Brookshire December 9th, 2009 at 9:18 am
Wow. I didn’t see that coming. Looks like maybe they couldn’t figure out which name to go with for the new executive suites brand, so they reverted to the founder of the parent company. I’m not sure the new name is as sexy as either one of the old ones, but it does make it more personal and it does give it a cohesive brand identity, which was necessary after Preferred scooped up Synergy.
Elizabeth Sanchez December 9th, 2009 at 9:49 am
What a major move. This company is clearly positioning itself for growth in the serviced office industry. It is definitely a bold move to change the name of your executive suites when everyone knows you by a specific brand for so many years. But they needed a cohesive front in the industry, and considering the merger this was the best time to do it. Congrats!