U-Store-It to Undergo Name Change and Rebranding

Posted on Sep 8 2011 - 9:34am by Tony Gonzalez

Homeowners are familiar with kitchen maker-overs. They take a room that is functional but doesn’t meet their needs and remodel it so that it becomes their dream kitchen — a showcase room with up-to-date features and is a delight to use. In the storage world, U-Store-It is undergoing a make-over that will turn that business into an up-to-date one that is a delight for customers to use.

A major part of the make-over includes a name change and re-branding of the company. U-Store-It is changing its name to CubeSmart(SM). The company expects its name change and the change to its ticker symbol on the New York Stock Exchange (from YSI to CUBE) to be in effect by the end of 2011.

Some rebranding efforts will begin immediately, such as erecting new signs at all facilities. “Brand has become much more important in our industry as the ways our customers find our product have changed,” said Dean Jernigan, Chief Executive Officer. “Every day we make significant investments in our marketing efforts and those investments will now support a differentiated brand which will be protected by federal and state laws.”

Other branding efforts include adding new and improved features to their services. CubeSmart will offer a free local moving truck (subject to availability), a one-hour moving voucher that includes a truck and the help of two men, courier service, and receiving and holding packages for customers or putting the package in the customer’s storage unit.

CubeSmart will have kiosks available 24/7 so customers can rent, pay, and take care of their storage needs. The company will also have an iPhone app that allows customers to index items in their storage unit; a method for customers to make secure online payments; full-service local, national, and international moving; a twenty-percent discount off full storage rental rates for active members of the military; and a referral program where customers get a fifty-percent discount on one month’s rent when they refer a friend to CubeSmart.

“The CubeSmart(SM) mission is to provide exceptional value to our customers with traditional passive storage needs as well as customized solutions designed to meet the service and logistics requirements of our commercial and residential customers,” said Christopher Marr, President.

Rebranding of all owned locations will be complete by mid-2012.

Sources Used:

“U-Store-It Is Becoming Cube Smart(SM).” Market Watch; 6 Sept 2011