Pictured: Cassie Rosenthal 

In May, Rosenthal & Rosenthal, the leading private commercial finance firm in the United States, announced that, going forward, the 87-year-old company will be doing business under a new moniker, Rosenthal Capital Group (RCG). The name change, refreshed branding and the New York headquarters move to 300 Park Avenue all mark an important milestone in the company’s history, as the third and fourth generations of Rosenthal family leadership continue to evolve the firm to keep pace with an ever-changing global marketplace.

Here, TSL Express’ senior editor sat down with Cassie Rosenthal, executive vice president & chief marketing officer, at Rosenthal Capital Group, about the rebrand.

What inspired Rosenthal & Rosenthal to rebrand to Rosenthal Capital Group?

When we started to plan our move to 300 Park Avenue, we realized it was an ideal time to also look at all aspects of our brand with fresh eyes. New headquarters, new neighborhood, new look. We have also grown so much in recent years, expanding our product offerings and geographic reach, and found that our visual language had gotten too muddled. We really wanted to simplify what we do and how we communicate that to our clients and prospective clients.  

How long did the rebranding process take? What was taken into consideration?

The whole process took a little over a year. I was designing our new office at 300 Park simultaneously, so I wanted to make sure all aspects of the rebranding matched the look and feel of the new space and vice versa. The goal was to have both feel modern, clean, welcoming, andelegant. After many iterations and exercises, my team and I re-wrote and condensed the descriptions of what we offer to mere sentences, abandoning the longer paragraphs that we used to rely on. We worked very hard to get to the essence of what we do and make that as digestible as possible, especially for those exploring debt options for the first time. It was also important to me to use actual client imagery instead of stock photography, to imbue a more personal vibe. 

For those newer subscribers or entrants into the industry, can you give an overview of Rosenthal Capital Group’s current leadership?

Rosenthal & Rosenthal was started by our grandfather, Imre Rosenthal, in 1938. His father Andor, our great grandfather (a successful businessman already at the time) opened a line of credit with the bank for him to jumpstart the business. That is why our company was named Rosenthal & Rosenthal, an homage to father and son. Now, 87 years later, our firm is led by the third and fourth generations of the Rosenthal family and still privately owned. My brother, Peter Rosenthal, and cousin, Ken Kleiner, are co-presidents of the firm, my cousin, Chris Sanjenis, is chief administrative officer, and I am the chief marketing officer. My cousin, Carson Kleiner, now with our company for five years in business development, represents the fourth generation. We also have incredibly strong non-family leadership with both seasoned and next-gen industry executives across all divisions and regions, positioning us well for the future.

How does the new brand identity better reflect who Rosenthal is today and where it is headed?

The world looks much different today than it did when our grandfather started our firm all those years ago. So, we felt it was important to seize this unique moment in Rosenthal’s eight-decade history to rethink everything from our website and marketing materials to our logo and even our company’s name. We are excited to reintroduce ourselves to our many clients, referral partners, industry colleagues and new prospects. Whether you've known us for decades or are new to learning about our firm, we felt it was important for the brand to reflect our generation's vision and approach to business. The clients we serve today have incredibly unique needs, bold visions for the future and no doubt will face many new challenges ahead. To keep pace with an ever-changing marketplace and world, Rosenthal Capital Group has expanded its product offerings (to include purchase order financing and equipment financing in addition to our core products factoring and asset-based lending) and geographic footprint, which now includes offices in New York, California, Georgia, North Carolina, and Illinois. But our mission remains the same: to be the go-to leading alternative lender in the United States. We do this by consistently providing quality service and financial solutions and structure that position our clients for success. Our goal is to be as nimble as possible to pivot as our clients have to. 

What message do you hope the new brand sends to current clients, partners, and the broader market?

That we're not only experienced, but also that we're here to stay for the long haul and more committed to our clients, our partners, and our team more than ever. Our legacy means so much to me and to my family and we're optimistic about the future, despite the many curveballs we've been dealt as entrepreneurs. We've been a trusted partner to so many for nearly 90 years and have endured every imaginable market condition and challenge. We have always helped our clients weather those difficult periods so they can continue to thrive and grow their businesses, just as we have. 

How does CPG+ fit into Rosenthal’s overall strategy? Who is the ideal client for CPG+? What specific pain points does it solve for them?

Rosenthal Capital Group understands the consumer package goods space better than most lenders. It's in our DNA. High-growth earlier-stage CPG brands often need both debt and equity to propel their businesses forward. Whether just closing their series A or having closed their series B years prior, these omni-channel, digitally native businesses are capital-intensive and need a debt partner who can provide soundly structured non-dilutive asset-based loans. 

What are some of Rosenthal Capital Group’s goals moving forward?

That’s simple. We want to continue to be a trusted partner to clients and support their businesses at every stage of their growth.