After rebranding from beverages to a blockchain company, Long Blockchain says it is refocusing yet again and launching operations related to gift cards, as well as naming a new CEO.
The Farmingdale-based firm said it has formed a new subsidiary, Stran Loyalty Group, focused on providing loyalty, incentive, reward and gift card programs to corporate and consumer brands.
The firm also appointed Andy Shape as chairman and CEO, focusing on the loyalty business. He succeeds Shamyl Malik who will step down.
The company said that Shape, the founder and president of Stran Promotional Solutions, has more than 25 years of merchandising, marketing, branding, licensing and management experience.
Prior to forming Stran Promotional Solutions, he worked at Copithorne & Bellows Public Relations, a Porter Novelli company, as an account executive covering the technology industry.
The company said its goal is to “implement disruptive technology solutions, including distributed ledger technology,” in the loyalty industry.
“At this time, however, the company has not taken any steps toward developing any such technology and does not employ personnel with the relevant technology expertise,” the firm said.
Long Island Iced Tea, a beverage company, rebranded as a firm with blockchain in its name, announcing various plans that did not develop as initially described.
The firm’s wholly-owned subsidiary Long Island Brand Beverages operates in the non-alcohol ready-to-drink segment of the beverage industry, including the Long Island Iced Tea brand.