TS Kelly Asia Pacific — a joint venture between Kelly Services Inc. (NASD: KELYA) and Japan-based staffing giant Persol Holdings — is rebranding to PersolKelly and plans to triple its size across Asia Pacific by 2020.

In addition, the joint venture plans to grow its current base of more than 1,000 consultants in the Asia Pacific region to more than 3,000 consultants by 2020, according to CEO Taka Yamazaki. It will also expand market coverage in its high-growth countries.

“The rebranding exercise is already a first step in this direction,” Yamazaki said. “It will give us an identity that represents a powerful combination of resources and operational expertise of our key brands across Asia Pacific. As our business grows, having one strong identity will help make us more recognizable as we enter new markets or expand our presence in our current markets.”

The original Asia Pacific joint venture, named TS Kelly Workforce Solutions and based in Hong Kong, formed in 2012. The joint venture expanded in 2016 to include all of Asia Pacific and rebranded as TS Kelly Asia Pacific; it also moved its headquarters in Singapore.  

As part of the overall rebranding, Intelligence, an HR service provider in the Asia Pacific regions, will become Persol in Asia Pacific.

The company will continue to leverage its database of Japanese and Japanese-speaking candidates to provide workforce solutions including permanent and contract staffing, recruitment process outsourcing and payroll outsourcing primarily to Japanese companies in the region.

In addition, the company’s IGS Asia/BTI Consultants operations have rebranded as BTI Executive Search. It provides executive search services across six countries/regions, including Hong Kong, India, Indonesia, Malaysia, Singapore and Thailand.