Aalberts Surface Technologies rebrands U.S. businesses

Aalberts Surface Technologies rebranding will continue into 2023. (Courtesy: Aalberts Surface Technologies)

Aalberts Surface Technologies, a leading global provider of specialized thermal processing, surface treatment, and material coating solutions, announced that its U.S. based businesses will begin doing business as Aalberts Surface Technologies. This rebrand is a part of a global initiative that Aalberts began in 2020. The U.S.-based businesses included in this phase of the initiative include Aalberts Surface Treatment, Precision Plating Company, Roy Metal Finishing, Ushers Machine and Tool, Accurate Brazing, Ionic Technologies, Applied Process, and Premier Thermal.

“The Aalberts brand is defined by its deep commitment to winning with people, mission-critical technologies, and a relentless pursuit of excellence. At Aalberts we are entrepreneurs, we take ownership, we share and learn, we act with integrity, and we go for excellence … good is never good enough. The teams at our U.S.-based businesses are well aligned with “the Aalberts way” and will do an outstanding job of representing the Aalberts brand,” said Oliver Jaeger, Aalberts Surface Technologies CEO.

Rebranding began in early 2022 and will continue through 2023. The activities will include changes to building signs, email addresses, websites, invoices, shipping documents, among other items. Communication with stakeholders is under way, including any documentation updates that are required.

“We are excited about our growth prospects in the U.S. Operating under one brand in the U.S. market will of course help to improve our brand recognition in that market, but, more importantly, it will help our customers, and the market in general, to better understand our wide array of products and services. With our commitment to cutting edge technologies and our global reach, Aalberts is well positioned to support progressive companies with an eye on the future,” Jaeger said.

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