ASSA begins next chapter with rebrand to ASSA ABLOY

Best Brothers Group of Companies - Automatic doors specialist > Access Control > ASSA begins next chapter with rebrand to ASSA ABLOY


As part of plans to simplify its branding structure in the UK, ASSA is now being marketed as a product range from ASSA ABLOY.

ASSA, begins its branding restructure in the UK. It will provide customers with market-leading specification and architectural hardware, all under a single brand.

Although products will be branded as ASSA ABLOY, the business will market them in the UK as the ASSA range from ASSA ABLOY. This approach will allow the considerable brand reputation of ASSA to be retained and further promoted.

Following the merger of ASSA and ABLOY back in 1994, ASSA Scandinavia has played an important part in the development of the ASSA ABLOY brand to become the leader, both in the UK and internationally, for the specification of door opening solutions.

ASSA Sweden took the decision to rebrand to ASSA ABLOY in 2017. This move was a natural evolution for the ASSA brand, and further strengthens the company’s project specification capabilities. The rebranding has now been completed in Scandinavia, with rebranded products and packaging now being phased in.

Rebranded lockcases, cylinders and strikes, including the 900 series, are available for purchase now. Panic exit devices, padlocks and hinges will arrive in Q4. Steel strikes and handles will arrive in Q1 2019. Changes to the branding on ASSA keys and timings for this will be confirmed in Q1 2019. Packaging for these products in the UK will arrive in Q4 this year and Q1 2019.

ASSA ABLOY Security Solutions is a UK division of ASSA ABLOY. Eryl Jones, Managing Director, 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.

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 next phase in our history, and look forward to what the future holds.”


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