18 months after its launch, Anglesey based Explorage.com has unveiled its new consumer-facing brand SelfStorageBooker.com.

This will become the new name and home for the platform. The company said that this followed feedback that people didn’t know what Explorage was or does.

Speaking about the change, Founder and CEO Anna Roberts explained, “Explorage was the name I came up with for the business when I very first had the idea. I had taken feedback on various names and words, and ‘Explorage for self Storage’ had a nice ring to it and gave us a unique angle.”

She explained however that two problems became apparent.  The name needed to be more descripting of what the company did: and, people were unsure about how to pronounce the name. “The fact that many hesitated or felt uncomfortable with how to pronounce it didn’t align with our mission of making life easier for people,” Anna explained.

The new brand is being championed by a mascot the team have had close to their hearts for some time, ‘Steve’, the squirrel. “In fact, he’s not just any squirrel,” said Anna, “he’s a native red squirrel from Anglesey, where the Red Squirrels Trust Wales works hard to protect the endangered species. Steve has quite a back story.  He’s not your cute cuddly kind, and he refuses to acknowledge that he is a squirrel at all. He claims he’s just a regular guy who works hard for his family that is the driver for his need of self storage!

The team unveiled the new name at the CSTA (Container Self Storage & Traders Association) conference in London where Anna was presenting, having honoured ‘Steve’ in the drinks reception the evening before by wearing large squirrel tails.  She said that the new name was received with instant approval and has been a hit on social media too.

The company will still keep the URL ‘Explorage.com’ allowing customers to book self storage as before.

Photos: The new brand features ‘Steve’ the native red squirrel.