What’s in the name: The Ooo factor that sets Ooodles apart in IT procurement

For SMEs, IT procurement is often a complex, time-consuming, and costly process.

Unlike large corporations with dedicated procurement teams, SMEs struggle with limited resources, a lack of technical expertise, and the challenge of selecting the right technology that aligns with their business needs.

Based out of London, Ooodles is reshaping IT procurement for SMEs with a flexible, Pay-As-You-Go model that combines the benefits of purchasing and leasing.

The company was launched in 2021 by Leonardo Poggiali and Kannan Reghu, who draw on their 15+ years of experience scaling startups in Europe and Asia.

But what does the name mean? Understanding a company’s name can offer insight into its vision and purpose.

In this edition of the “What’s in the name” series, we’ll explore the rationale behind the Ooodles name and the evolving role of branding in the B2C market.

The Birth of Ooodles

Right from the start, the team behind Ooodles knew they wanted a name that embodied abundance, flexibility, and a sense of freedom.

“Access to IT hardware unlocks creativity, productivity, and a sense of freedom. The name Ooodles reflects this abundance and possibility,” says Leo Poggiali, co-founder and CEO of Ooodles.

Ooodles was born out of a desire to break away from the rigid and overly technical names that dominated the industry.

“Ooodles is approachable and distinctive. It reinforces our focus on making IT hassle-free,” adds Poggiali.

The Power of Three “oOo”s

“The three “oOo”s in our name have also become a recognisable logo in the industry and a key part of our brand identity,” says Poggiali.

Poggiali says ‘oOo’ represents the “oooh” moment customers experience when they realise how seamless and hassle-free IT procurement can be.

At the same time, they stand for the company’s three core pillars—procurement, logistics, and financing—working together to deliver a smooth experience.

Choosing the perfect name

Selecting the right name was straightforward, he recounts to Silicon Canals.

“After testing a few ideas, Ooodles quickly felt right. It was easy to say, easy to remember, and had a playful edge that set it apart,” he adds.

However, the decision was backed by the availability of the domain name, though financial constraints prevented the purchase of the two-“O” versions, the three “OoO”s turned out to be a branding strength rather than a limitation.

The role of a name in success

Poggiali believes that a name can play a significant role in a startup’s success, especially in the B2C space.

“A name like Just Eat is a great example of branding that instantly communicates what the company does,” he cites.

However, he emphasised that the key to success lies in the quality of service and the value provided to customers, the right name helps set the stage, making a strong first impression and reinforcing the brand’s identity.