Star Holdings Group Rebrands

Just ahead of the National Restaurant Association Show, where it will exhibit four new products, Middleby brand Star Holdings Group announced another new aspect of its business.

The company will now do business as Star Brands. A press release says Star Brands is “an inspired reimagination of the company, marked by a new commitment to product innovation and setting a new standard in customer experience.”

“This is about reinvesting in a portfolio of iconic American equipment brands and the great people here who design and build them,” says CEO Kevin Brown. “We’re going to be bold, product-innovative, and very intentional about leveraging our power as a Middleby company based in Tennessee to make doing business with us easy and fun in a unique way.”