Digikey rebrands as it looks to its marketplace

Digikey rebrands as it looks to its marketplace

Business news |
By Nick Flaherty

Global distributor DigiKey has updated its look for its 50th anniversary with a focus on its technical expertise as it moves to a model more like Amazon.

The rebranding was shown at the EDS Leadership Summit in Las Vegas this week and will roll out throughout 2023 and comes as the company is expanding its third party and fulfilment business.

“For 50 years, DigiKey’s focus has centered on accelerating progress for every engineer, designer and builder,” said Dave Doherty, president of DigiKey. “Our updated look and feel reflects that inspirational progress, our leadership position in the industry and our commitment to digital experiences and solutions that move goods and ideas forward.”

The updated logo and brand system is an evolution of the company’s historic look to reinforce an engineered feel. The company has more than 2.7m products in stock ready to be shipped from Digi-Key’s headquarters in  Minnesota. That means there are no lead times for in-stock products, which is a key point in the recent supply chain shortages. On average, Digi-Key ships nearly 25,500 orders per day.

This comes as the company is expanding its third party marketplace and fulfilment service to offer modules and sub-systems built by its distribution customers. This aims to tap into the existing visitors to its distribution business and offer an outlet to its customers.

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