Launch of new deSter brand

• SPIRIANT and deSter finalized merger with launch of new deSter Brand Identity
• One united brand after merger with LSG Europe for travel equipment and food service
• Name change has no impact on contracts or work processes

Hoogstraten, Belgium, July 2021 – On the 2nd of December 2020, gategroup Holding AG (“gategroup”) announced the completion of the acquisition of the European operations of LSG Group from Deutsche Lufthansa AG (“Lufthansa”). The transaction comprises LSG’s inflight catering operations in Germany, Switzerland, the Netherlands, Belgium, Italy and Spain as well as the global equipment business trading under the SPIRIANT brand.

As part of the integration of SPIRIANT within the deSter organization, the ‘SPIRIANT’ name and brand will change to ‘deSter’ to form one united brand moving forward. In parallel to this name change, the new organization will present itself with a new, refreshed visual identity including a new brand logo.

One united deSter brand will be the basis for our further development within the two main focus areas: commercial travel and foodservice.

“Our newly formed deSter organization represents two companies sharing one big vision to enter the future together. While we have been two separate key players in the travel market in the past, creating one combined deSter was and is a fruitful process of combining expertise and experience in each of our action fields to become even stronger. Cross-location teams will expand our market potential across the globe and offer new opportunities for our employees to grow and develop.

From a strategic point of view, this new organization will allow us to capitalize on our experiences in terms of product portfolio and sustainable solutions on a higher level. Our production capabilities and advanced equipment management solutions complete the portfolio of deSter and add value to all gategroup’s activities. Our experience in the travel market lays the foundation for the new organization to enhance and accelerate growth within the foodservice market as well.” says Stef Van de Perre, CEO of deSter.

Florian von Oertzen adds:

“For the visual identity, our goal was to combine the best of both worlds into a contemporary brand that inspires whilst energizing a futureproof dimensional star icon with a jolt of fresh blue. Originating from the spirit of arts and sciences, the star captures the identity of the company that is forever in motion, looking up and forward. Our widely recognized icon has evolved, it is rendered as a shape that extends not only directional but also dimensional, highlighting our inquisitive nature.

Blue is the most appreciated color as it triggers positive associations with the sky and the sea. It is associated with trust, depth and stability. Vibrant blue charges our forward-looking company, entering the future with energy.”

This change does not have any impact on existing contracts with SPIRIANT or any other deSter legal entities.