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.............................. SN Brussels Airlines
Logo and Trademark..............................
SN Brussels Airlines (SNBA) was a former national airline of Belgium, which mainly operated from Brussels Airport. SNBA was the trading name of the Belgian airline Delta Air Transport. SNBA was a full-service airline, connecting Brussels with the rest of Europe. It also flew to Africa, continuing Sabena's extensive network there. The airline merged with Virgin Express into Brussels Airlines which started operations on 25 March 2007.
The airline was founded in 2002, when a group of Belgian investors (companies, financial institutions and regional investment companies, as well as the Brussels and Walloon governments), set up SN Airholding, headed by Etienne Davignon. After the 2001 bankruptcy of Sabena, Belgium's flag carrier airline, Belgium was left without a national airline. In February 2002, SN Airholding took over the Belgian airline DAT, a subsidiary of Sabena that had survived the bankruptcy, and changed its trading name to SN Brussels Airlines.
From this point, a huge financial and strategic reorganization started lead by the former CEO Peter Davies and his consultant-adviser Prof. Jean Frederic Mognetti. The deal was to transform the company into a cash generator which wasn't an easy bet. Thanks to many tools and a lot of work the company achieved its transformation in three years.
On 12 April, 2005 SN Brussels took holding control of Virgin Express and on 31 March, 2006 they announced their merger. On 7 November, 2006 they announced at a press conference held at Brussels Airport that the new airline would be called Brussels Airlines.
The decision of the merger was lead by financial interests and actually the result of an overwhelming pressure coming from shareholder leader, Etienne Davignon. As a result, the team who had win the first bet decided to quit the company due to a conflict of interest with Mister Davignon.
In 2007, one must acknowledge that Rob Kuijpers, SN executive chairman, was right, Virgin wasn't a good affair for SNBA. In spite of being sold to a major such as BA, Lufthansa, or Air France, Brussels Airlines stock holders saw the branch where they were seated and burned all the cash generated by the former team.
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