In 2017, ASSA Sweden took the decision to rebrand to ASSA ABLOY. This move was considered to be a logical evolution for the ASSA brand and a step towards further strengthening the company’s project specification capabilities and brand power. The rebranding is now underway in the Scandinavia region, with rebranded products and packaging starting to be phased in through 2018.
Re-branding strategy
In the United Kingdom, although the company’s products will be branded as ASSA ABLOY, ASSA ABLOY Security Solutions took the decision to market ASSA as a separate range of products. The approach will allow the considerable brand reputation of ASSA to be retained and continue to be further promoted.
ASSA ABLOY Security Solutions took the decision to market ASSA as a separate range of products
Changes to the branding on ASSA keys and timings for this will be confirmed later this year. There will be a transition period in which a mixture of ASSA and ASSA ABLOY may be received by customers. Customers are requested to contact the ASSA ABLOY customer services team if requiring continuity of branding with their deliveries for stock for project work.
Major cylinder locks manufacturer
Eryl Jones, Managing Director of ASSA ABLOY Security Solutions, said, “Since ASSA first started to manufacture cylinder locks in Scandinavia back in the 1930s, it has been synonymous with quality, high security and design. To this day, we continue to develop and design products to meet the needs of the most demanding environments”.
He adds, “Rebranding ASSA to ASSA ABLOY will help simplify our brand structure and make it easier for customers to do business with us. We are excited about this exciting next phase in our history and look forward to what the future holds for us and our customers.”