Meritus Changes Name, Continues to Operate Under the Brand BOSQAR INVEST

The company Meritus Investments, known in the Croatian market as Mplus Grupa, has changed its name to BOSQAR d.d. and presented a new visual identity and brand under which it continues to operate, BOSQAR INVEST, and also announced plans for growth and expansion. At the same time, it was decided that the Mplus brand will only be used for the BPTO vertical of the group in the future. In the new brand architecture, the parent company will continue to operate under the legal name BOSQAR d.d., and accordingly, the company has changed its ticker on the Zagreb Stock Exchange from MRUL to BSQR. Darko Horvat, CEO of BOSQAR INVEST, emphasized that market conditions have changed significantly since the company started operations, making rebranding necessary.

BOSQAR INVEST encompasses four business verticals: the BPTO vertical, which continues to operate under the brand name Mplus and consists of the parent company M Plus Croatia d.o.o and its subsidiaries, the HR vertical and companies operating within the Workplace Group that hold the Manpower license for 8 countries in the region, the eCommerce business vertical, which under the brand name Eplus Ventures consists of companies operating according to a common eCommerce business model, and the newest, food vertical – Future Food Solutions, which, upon obtaining approval from the relevant competition protection authorities, is expected to include companies from the Panvita Group. The company’s ownership structure includes pension funds, institutional investors, international private equity funds, development institutions, and private investors, providing services to clients in Croatia and 57 countries worldwide.

Since 2016, the company has undergone significant changes due to accelerated expansion and growth, and along the way, it has formed partnerships with a number of institutional and private investors such as MidEuropa Partners, the European Bank for Reconstruction and Development (EBRD), pension and equity funds, and development institutions. The company’s growth required rebranding, and BOSQAR engaged the Croatian agency Bruketa&Žinić&Grey for this task.

– In a process of about 100 days, through a co-creation process involving all key people in the company, a brand strategy was developed that serves as the basis for all communication activities, including naming and visual identity – said Davor Bruketa, creative director and co-owner of the agency Bruketa&Žinić&Grey.