Dallas-based business charter, sales, and management aviation company Horizon Air Group announced it is rebranding as Leviate Air Group.

Since its founding in 2014, the company’s growth included becoming a FAA certified air carrier, a move it said drew the attention of Alaska Airlines, a $2 billion aviation company which operates a subsidiary also called Horizon Air. In a statement, Leviate claimed Alaska Air had abandoned the brand, but the Everett Herald reported last month that Alaska Air will be flying out of Everett’s Paine Field under the Horizon Air brand.

“To say they [Alaska/Horizon Airlines] had no influence on our rebranding decision wouldn’t be the whole truth, but we honestly also took it as a compliment that our once small company so quickly caught the eye of such a powerhouse in aviation,” said Luis Barros, founder and CEO of Leviate. “It has also allowed us the freedom to create a brand and mark that is uniquely our own and can symbolize all the great new offerings that are now at our disposal.”

“By the close of 2020, we anticipate having 20 aircraft under our management. This will position Leviate as a substantial air charter operator in the U.S.”

Luis Barros

Last summer, Leviate acquired Starbase Jet, a move that immediately turned the company into a FAA licensed aircraft operation and made it one the largest air charter companies in the south-central U.S.

The deal was significant because it gave the startup control over the broker side of its business as a charter as well as becoming an operator. That meant it could sell its clients a plane and then turn around and manage their plane as well.

During early summer 2016, it expanded from Horizon Air Charter to Horizon Air Group, a move that brought the startup a fuller plate of service, which at the time included aircraft charters, sales and acquisitions, private aircraft management, and aviation consulting.

Since that time, it has grown into a comprehensive aviation company offering even more charter, sales, and management services. Between that rapid growth and the brand conflict with Alaska Air, Horizon Air’s leadership felt the rebranding was necessary. The company said the rename to Leviate captures the upward movement of a company continually on the rise.

“By the close of 2020, we anticipate having 20 aircraft under our management. This will position Leviate as a substantial air charter operator in the U.S.,” Barros said.