DEUTSCHE POST REVEALS NEW IDENTITY, E-COMMERCE INITIATIVES

DEUTSCHE POST REVEALS NEW IDENTITY, E-COMMERCE INITIATIVES

   Deutsche Post, the ever-expanding German logistics group, will operate under the brand name Deutsche Post World Net to reflect its global logistics strategy, the company’s top finance executive, Edgar Ernst, said at a trade meeting Friday.

   Ernst also said Deutsche Post will launch several e-commerce initiatives and that the group expects revenue to reach 60 billion Deutsche marks ($30.5 billion) this year. He said Deutsche Post increased sales more than 50 percent last year to DM 44 billion. The company made several major acquisitions, including cash purchases of forwarders Danzas, Air Express International and ASG. It also has purchased two banks and various other transport firms across Europe.

   Under the new Deutsche Post World Net umbrella, Danzas, the German Post and the Postbank will retain their brand names. However, the company will stamp its yellow logo on all services.

   Deutsche Post has launched a new “eBusiness Holding” subsidiary to develop operations covering all aspects of e-commerce, including communications, digital mailing, financial services, online brokerage and logistics, Ernst said. The German Post has formed a partnership with U.S. computer giant International Business Machines to develop technology and logistics offerings — including web site design, address check, order, payment and shipping services — for Internet retailers.

   Deutsche Post plans to sell some of its shares to the public through a stock offering expected to raise billions of dollars on the Frankfurt exchange this fall. Ernst said the IPO is on track, despite a pending ruling from the European Commission on illegal subsidies from the German government.