bpostgroup has changed its name to bnode as of December 9, in a step to unify the company’s identity. The rebranding of its three business units will come progressively, with bnode ultimately encompassing paxon (3PL), Landmark Global (cross-border) and bpost (last-mile in Belgium and the Netherlands).
“The time has come to make the transformation more tangible,” explained Chris Peeters, CEO of bnode and bpost. “This new brand architecture reflects our strategic repositioning from a postal operator with logistics capabilities to a logistics leader also offering postal services. It unifies our capabilities, simplifies the customer experience and demonstrates our concrete progress.”
The change comes six months after the Capital Markets Day in June 2025, during which the group presented its ambition to become a digital expert in parcel size logistics, active in Western-Europe, North America and Asia. The rebranding translates all of this into a unified visual identity.
Currently, the group operates with 31 different brands, each with its own values and positioning. changing to a four-brand structure is expected to enhance clarity, consistency and commercial impact, while reflecting the group’s strategic repositioning.
- bnode: represents the group’s new identity. ‘b’ refers to Belgium and bpost, and concepts such as ‘borderless,’ ‘business,’ and ‘bridge.’ The term ‘node’ refers to a connection point in a network, giving a modern and digital dimension to the group’s identity.
- paxon: unifies the group’s 3PL activities, including Staci, Radial Europe and North America, and Active Ants, and their subsidiaries. The name combines ‘pack’ (the essence of logistics) and ‘on’ (always in motion). ‘Pax’ (peace in Latin) symbolizes the peace of mind offered to customers through a smooth and secure service.
- Landmark Global: the name ‘landmark’ symbolizes milestones, while ‘global’ underlines the group’s global reach and expertise.
- bpost: maintains its name for last-mile activities in Belgium and the Netherlands.
“This new architecture brings clarity and impact,” said Christel Dendas, CCO of bnode. “It sharpens our identity and service offer, making it easier for customers to see the full-service range we deliver. By unifying our brands, we boost recognition and strengthen the value proposition as a group.”
In related news, bpost unveils bbox boutique: a new urban hub for parcel logistics