The Urban Logistics team had both the appetite to grow the company and the expertise to go with it, with big plans to increase market share and market capitalisation in a highly specialised area of the property sector: investing in mid-sized urban logistics buildings to tenants which distribute essential goods to the ‘last mile’ of the supply chain to homes and businesses. This is an indispensable part of the supply chain and demand for such properties vastly exceeds supply. Urban Logistics is the only listed business giving investors a ‘pure play’ exposure to these vital logistics assets across the UK. Their expertise was honed by the team’s lengthy track record of specific logistics experience within the broader real estate market.
When we began working with Urban Logistics in 2020, the business was operating in a sector dominated by larger, more generalised property investment businesses. Urban needed assistance in getting their differentiated strategy noticed and understood by all parts of the market.
Across the whole of the company’s messaging, presentation and collateral, what was needed was a complete overhaul that would define the public face of Urban in the eyes of its stakeholders and competitors, but, importantly, also the investor market.
Buchanan led and implemented a highly effective programme of engagement and education focused on key media, stakeholders and sector analysts with the intention of generating greater understanding, awareness and interest in Urban’s business model and activity.
Working in partnership with management and others we embarked on a mission to reposition the company, overhauling Urban’s language and collateral, promoting its specific expertise, the simplicity of its pure play business model, the expertise of its management team and its approach to growth and value-add asset management.
The growth which Urban Logistics has achieved over the past three years is nothing short of spectacular.
The Company has driven growth through smart acquisitions, powered by capital fundraisings, and underpinned its new stature with a move from AIM to the Main Market. Buchanan has supported the Company throughout with its strategic focussed and tactically wide-ranging programme of sharpening the way Urban tells its story, and taking that story to the right analysts and journalists.
Urban now enjoys all the benefits associated with a significantly improved media and analyst profile and is a recognised and respected leader in its sector.
More than that, Urban stands on its own as a competitive force – its unique points of differentiation, expertise and growth path all clearly understood not only by those inside the company, but also, crucially, by those outside.
This has enabled the company to raise capital more rapidly, attract new investment and make valuable acquisitions to enhance its portfolio.