E. Calleja & Sons announces corporate rebranding

Starting February 1st, 2010, Malta's oldest electrical supplier - 'E. Calleja & Sons', will rebrand under the name 'Calleja'. Timed to coincide with their 85th anniversary, this initiative will introduce wide ranging change across all areas of the operation.

The move follows major changes in the leadership of the company – with Stephen Calleja replacing Tony Calleja as Managing Director and Joseph Calleja appointed as Director.

“This is the first major update to our brand since 1980. It is designed to help us connect with a new generation of customers through a multi-faceted, solutions-oriented approach that makes: dedication, innovation and personal responsibility in our relationships as important as the products we sell,” said Stephen Calleja, Managing Director of Calleja.

To bring to life its marketing slogan, ‘The Power of We’, the brand will unveil a new strategy, core signature, customer-friendly service features, a new showroom and marketing messages to position the organisation as not only supplying electrical products, but also the insight and expertise to help customers integrate them into the fabric of their projects.


All this will be revealed to key customers via personalised ‘Welcome’ events at a new lighting showroom in Bishop Labini Street, B’Kara that embodies Calleja’s new brand promise in every aspect – from the look and feel to the way customers move through the space. With an emphasis on versatility, this striking, contemporary environment is well beyond the typical, local standard, retail lighting outlet – that is impersonal and crowded.

The combination of a complete branding system that encompasses Calleja’s corporate identity and how this is expressed in its many applications – including its environment, represents a radical change to the legacy of the old brand. Calleja’s intial marketing messages will seek to reassure loyal customers that they remain committed to the values that have contributed to their 85 year success story.

“We are very excited to begin this next phase in our organisation with a new brand. Not only does it leverage our heritage, but it also provides us with a platform to continue to lead our category,” said Joseph Calleja, Director at Calleja.


The organisation’s management are keen to stress that with the second phase of the project scheduled to start in March 2010, customers can expect further improvement along the way. Not least, a complete overhaul of the 5,000 square metre premises that will provide their people and clients with an atmosphere of openness, collaboration and efficiency.


About Calleja

Founded in 1925, Calleja pioneered many supply, turnkey and consultancy methods that are now standards in the electrical supplies industry. Partnering with clients, Calleja delivers electrical expertise, resources and products dedicated to enhancing the success of its customers. With a product range of over 13,000 electrical products, representing the industry’s leading brands, all housed in a floor area of over 5000 square metres, the company continues to set the benchmark by which this sector is measured in Malta.


Key Contacts:

Mr. Stephen Calleja
Tel: (+356) 2144 0341 Mob: (+356) 9947 2945
E-mail: stephen(at)calleja.com.mt

Mr. Joseph Calleja
Tel: (+356) 2144 0342 Mob: (+356) 9949 2108
E-mail: joseph(at)calleja.com.mt