KINGSTON, N.J. — Allied Brand Services LLC, a leading specialty equipment finance company focused on the retail/wholesale petroleum and convenience-store industry, recently undertook an extensive rebranding effort and has officially changed its name to Allied Brand Capital LLC. It is now marketing under the new name.

“Our company and customers will benefit from this new corporate identity,” said Michael J. Cerminaro, president and CEO of Allied Brand Capital. “Allied Brand Services has been a leader in specialty equipment financing since it was spun out of VP Racing Fuels in early 2014.”

He continued, “We wanted a name that spoke to our customers and prospects regarding what we do—provide the capital that is the engine of growth in an industry underserved by traditional lenders.”

Allied Brand Capital works closely with major retail petroleum brands, equipment manufacturers, fuel marketers and jobbers and dealers.

It has created a new logo and marketing message, which will be part of Allied Brand Capital’s corporate identity.

“This name change better reflects the current and future direction of the company,” Cerminaro added. The new corporate identity signifies the company’s transformation into a fully independent entity focused on development of creative financing solutions for the entire retail/wholesale petroleum and convenience store industry.

“We’re excited about the name change and being more directly associated with Capital providers. It puts us in a better position to grow,” said Chuck Lemar, Allied Brand Capital executive vice president and head of loan origination. “We leverage what we know and whom we know to provide capital to an industry that appreciates the high level of customer service we provide.”

Cerminaro said, “We plan to reveal a more complete view of the Allied Brand Capital brand and an updated website this month, in connection with the legal change of our corporate name. … We will continue to focus our efforts on working with equipment manufacturers to deliver unique vendor financing programs and providing creative solutions to assist petroleum retailers with their EMV migration plans.”

Allied Brand Capital, based in Kingston, N.J., is a specialty equipment finance company focused upon the retail and wholesale petroleum industry. It also provide financing to the car wash equipment market and in support of fast-food franchises, including the financing of franchise fees and foodservice equipment. ABC has developed specific vendor financing solutions to assist petroleum retailers with their Europay, MasterCard and Visa (EMV) migration plans.