CNL Commercial Real Estate Rebrands, Launches Multi-City Charity Initiative

CNL Commercial Real Estate, the multi-city commercial real estate firm headquartered in Orlando, has rebranded to Foundry Commercial. The rebrand comes just months after the organization announced its spinoff from its former parent company, CNL Financial Group, in September 2015. The mutual decision to spinoff from CNL Financial Group via a management-led buyout by CNL Commercial Real Estate and its new joint-venture investment partner, HQ Capital Real Estate, was made in order to allow both companies to focus on developing their respective platforms. Since then, the CNL Commercial Real Estate leadership team has been diligently working to select a new name and brand for its nearly decade-old company that pays homage to its legacy, while simultaneously symbolizing a new era of organizational growth and development.  

 “We thought long and hard about a name that represents who we are and the future of our company before arriving at Foundry Commercial,” said Paul Ellis, chief executive officer of Foundry Commercial. “The primary function of a foundry is to cast metal into purposeful shapes, which reminded us of how our new stand-alone company came to be. Nine years of hard work went into building our company and, moving forward with that foundation, we are partnering with HQ Capital Real Estate to seek to create a new form in commercial real estate. A foundry is also relevant in our industry, as it is essentially where commercial real estate begins; with the creation of steel that will later serve as the foundations for building structures.  Our foundation is serving others.”

That passion for service is what prompted the company’s first official act as Foundry Commercial: a platform-wide initiative called Serve Week, during which associates in cities across the Southeast will volunteer with one of a number of charities and not-for-profit organizations.  

“We have experienced tremendous growth in our organization since inception and even more so since our spin-off,” said Nick McKinney, strategy officer at Foundry Commercial.  “We are now serving more customers through 240 associates across the South in all areas of commercial real estate.  Our belief is that, in the commercial real estate space, there remains a lot of consolidation in the race for scale, and the customer is the one left behind.  What better way to remind ourselves of the importance of service than to spend a day volunteering with the organizations in our community that focus on the serving and caring for those in need?”

Serve Week kicks-off on February 8th and ends on February 13th.  


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