Press release -
HULTAFORS GROUP AND WIBE GROUP ANNOUNCE MUTUAL AGREEMENT ON BRAND TRANSITION
Hultafors Group and Wibe Group, are pleased to jointly announce a strategic decision that marks a significant milestone in their partnership. After more than two decades of utilizing the name "Wibe Ladders", Hultafors Group has made a careful choice to transition away from this brand name.
Hultafors Group, who own and develop internationally recognized brands within personal protection, tools, and access solutions, acquired the Wibe ladder activity from Wibe Group two decades ago, with a license to continue to use the “Wibe Ladders” brand. Hultafors Group has since then continued to establish "Wibe Ladders" as a recognized ladder brand synonymous with reliability and safety in access equipment.
Part of Hultafors Group’s sustainable business model is to own and have full control over all their brands. To fully integrate this product range in the brand family, the "Wibe Ladders" brand name will be retired along with the introduction of the new brand: W.steps. The new brand will offer the same extensive range of high-quality ladders that customers have come to trust.
Wibe Group, the Nordic market leader of top-tier cable support solutions with the Wibe brand at the core of its DNA, remains dedicated to strengthening and develop the brand and its values into the next century.
All after-sales activity on the Wibe branded ladders will still be provided by Hultafors Group.
“We fully understand the Hultafors Group strategy to incorporate their brands under own control. Nevertheless, we have always appreciated Hultafors Group as a company keeping the Wibe brand name associated with our own core values of quality and sustainability.”- Patrick Arcidiacono, CEO of Wibe Group.
The new brand W.steps will be launched April 3 2024.
For further information, please contact:
Bas Teepe, CHRO & Head of Sustainability, Communications and Quality, Hultafors Group, bas.teepe@hultaforsgroup.com
Jessica Lund, Marketing Communications Manager, Wibe Group, Jessica.lund@wibe-group.com
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Hultafors Group is one of Europe’s largest companies to supply workwear, footwear, head protection, hand tools, ladders and work lights for professional users. The products are developed, manufactured and marketed as their own brands, which are available through leading distributors in almost 70 countries worldwide, with emphasis on Europe and North America. Hultafors Group has more than 1,800 employees and an annual turnover of about SEK 6.2 billion.
