Lakeshore Recycling Systems announces rebrand to LRS

Lakeshore Recycling Systems, Morton Grove, Illinois, announced April 1 that it is rebranding to LRS. Effective immediately, the rebrand will take place across all of its service areas in the six states in which it currently operates.

“We’re streamlining and consolidating the history and goodwill of each company acquired by LRS over the past decade, all while continuing to honor their independence and commitment to exceptional customer service,” LRS CEO Alan T. Handley says.

Since its inception in 2013 by way of a merger between Lakeshore Waste Services and Recycling Services Inc., LRS has experienced growth through the strategic acquisition of independent waste and recycling service providers. Currently, the company notes it is the nation’s seventh-largest privately held waste and recycling company.

“Our rebrand unites and pays tribute to those incredible legacies, building support around the LRS name and brand,” says Handley.

The rebranding will be noticeable on everything from dumpsters, roll-off containers and trucks, to equipment, facility signage and customer communications, LRS says.

“In certain areas, the name change to LRS may be a new visual, but customers can continue to count on receiving the same exceptional services, managed locally, that differentiates LRS from our large publicly traded competitors,” LRS Chief Marketing Officer Brian Tibble says.

Since 2014, LRS has closed more than 25 strategic acquisitions in five states, including Heartland Recycling (Forest View, Illinois); C&D Recycling (Northbrook, Illinois); K. Hoving Companies (West Chicago, Illinois); Area Restroom Solutions (Aurora, Illinois); DC Trash of Illinois (DeKalb, Illinois); Badgerland Disposal (Milton, Wisconsin); Prime Portables Inc. (Mokena, Illinois); DuPage Disposal (West Chicago, Illinois); Royal Container Services (Madison, Wisconsin); Drop Zone Portable Services (Joliet, Illinois); Molenhouse Enterprises (Warrenville, Illinois); Atkinson Landfill (Atkinson, Illinois); Choice Disposal (Ixonia, Wisconsin); Supreme Disposal and Waste Cycle (Milwaukee, Wisconsin); Landfill Reduction and Recycling (Appleton, Wisconsin); Big John (Oregon, Illinois); Roy Strom Companies (Maywood, Illinois), Ace Portables (Janesville, Wisconsin); Joy’s Johns (Niles, Michigan); and Johnson Johns (Kingsbury, Indiana).

“In the past eight years, LRS has grown quickly through strong organic growth based on best-in-class customer service, the winning of dozens of large municipal contracts and strategically acquiring key companies throughout the Midwest that align with our business model,” says Tibble. “With this rapid growth, rebranding will assist in consolidating and unifying our brand in all of our geographic service areas. Our new logo, name and brand identity connects our company to the past and prepares us for all of the future growth that is ahead.”