LaserShip and OnTrac roll out new name and brand identity

Following a late 2021 announcement, in which Vienna, Va.-based LaserShip, the largest regional e-commerce parcel carrier and last-mile delivery services provider, and Chandler, Ariz.-based regional shipping services provider OnTrac, announced they had entered into a definitive agreement to merge, with LaserShip acquiring OnTrac for $1.3 billion, the companies announced last summer that they had rolled out a new transcontinental delivery service, which they said is focused on helping retailers reach consumers in the nation’s most populated regions with faster and more reliable home delivery at a cheaper cost.

And not long ago, the companies announced a change in their branding, saying they will be jointly marketed as OnTrac, in rolling out a new brand identity, comprised of a new name, logo, website, and visual identity.

“We are thrilled to announce that we have come together as OnTrac and release our new brand identity,” said Josh Dinneen, Chief Commercial Officer of OnTrac, in a statement. “Uniting under a single brand further cements our role as a critical part of the e-commerce infrastructure and proven alternative to other national carriers. Retailers can look to OnTrac as a long-term partner that can help them gain a competitive advantage through faster delivery, lower operational costs, greater flexibility, and a nationwide scale. We are excited for what the future holds for OnTrac, as we continue to focus on providing industry-leading service to our customers.”

An OnTrac spokesperson told LM that uniting the companies under a single name and brand identity was the final pieces in combining the LaserShip and OnTrac delivery networks.

“With OnTrac, retailers and shippers finally have a customer-centric, long-term alternative to the duopoly that is committed to their success,” said the spokesperson. “Our retail partners can rely on us to help them build competitive advantage through faster delivery, lower operational costs, greater flexibility, and a nationwide scale.”

Looking ahead, the spokesperson said that OnTrac is launching in Texas in July in the urban megaregion of Dallas, Austin, Houston, and San Antonio to reach an additional 19 million consumers.

“Our Texas expansion will grow our delivery network to reach 80% of the U.S. population across 31 states and Washington, D.C.,” the spokesperson said. “We are also planning further geographic expansion in the years to come.”

When the Texas expansion was initially introduced in August 2022, the companies said its Dallas-Fort Worth facility would function as the major Texas-based sort hub, reaching 19 million new consumers through faster residential e-commerce delivery services. LaserShip and OnTrac said that this 300,000 square-feet sort center is equipped to facilitate millions of deliveries to more than 7.6 million residents in the greater Dallas-Fort Worth metroplex and also provide easy access to the I-35 and I-20 corridors. What’s more, they added that LaserShip and OnTrac are creating hundreds of full- and part-time jobs to help meet local delivery demand, while boosting economic growth across the regions.

As for its new transcontinental delivery service, it is focused on helping retailers reach consumers in the nation’s most populated regions with faster and more reliable home delivery at a cheaper cost. And they added that this service will connect the companies East and West Coast delivery footprints, moving packages both way in three days.

When the merger was initially announced, LaserShip and OnTrac said they would form the only pure-play national e-commerce solution in last-mile parcel delivery and enhance customers’ ability to meet growing demand in the consumer delivery market. And they added, at the time, that in order to ensure continued exceptional service through the holiday season with expectations of heightened shipping volumes, LaserShip and OnTrac would not begin to link their networks until 2022 and would operate independently until then.Dinneen previously told LM that that this transcontinental service is a huge win for retailers, as it empowers them to reach consumers in the country’s most populated areas with faster, reliable, cost-effective home delivery.

“As national carriers continue to implement surcharges and off-schedule rate increases, our transcontinental service gives retailers a proven alternative that can help them diversify their carrier mix, increase flexibility and capacity, and scale their businesses by reaching 74% of the U.S. population across 30 states and Washington, D.C.,” he noted.

Dinneen also explained that the transcontinental service launch was based on overwhelming feedback LaserShip and OnTrac received from their customers about the need for a carrier with their speed, reliability, cost-savings and service, but with nationwide scale.