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WeWork Rebranding with New SoftBank Commitment

WeWork said Tuesday it would rebrand as the We Company, establishing its WeWork, WeLive and WeGrow platforms as three distinct business lines. The company also announced a $2-billion investment from Japan-based SoftBank, including $1 billion earmarked for share purchases.

However, Bloomberg News reported that SoftBank’s commitment was a step back from the additional $16-billion investment it was considering as of late 2018. In all, SoftBank has invested or committed to invest more than $10 billion in WeWork since 2017.

“Through the extended WeWork network and the Meetup community, The We Company now touches approximately five million people around the world, with the funding to reach millions more,” said CEO Adam Neumann. “We’re driven by the impact we know we can have when we all work together with a shared intention. I am grateful to our employees, members and our incredible partner in SoftBank for their commitment to our mission.”


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About Paul Bubny

Paul Bubny serves as Senior Content Director for Connect Commercial Real Estate, a role to which he brings 13-plus years’ experience covering the commercial real estate industry and 30-plus years in business-to-business journalism. In this capacity, he oversees daily operations while also reporting on both local/regional markets and national trends, covering individual transactions across all property types, as well as delving into broader subject matter. He produces 15-20 daily news stories per day and works with the Connect team and clients to develop longer-form content, ranging from Q&As to thought-leadership pieces. Prior to joining Connect, Paul was Managing Editor for both Real Estate Forum and GlobeSt.com at American Lawyer Media, where he oversaw operations at both publications while also producing daily news and feature-length articles. His tenure in B2B publishing stretches back into the print era, and he has served as Editor in Chief on four national trade publications. Since 1999, Paul has volunteered as the newsletter editor of passenger rail advocacy groups (one national, one local).

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