DUESSELDORF, Germany—Hexpol TPE is using its appearance at the K Show to announce two changes to its branding.
First off, the company has rolled out a new brand strategy, renaming each of its European units Hexpol TPE, putting its three European sites, as well as its developing capabalities in Asia, under one brand name.
Though the announcement came this week at K, the official change won't occur until January.
“We're trying to make it easier for our customers and the market to know who and what we are and what we do,” said Jill Bradford, marketing manager for Hexpol TPE.
In Europe, Hexpol TPE operates as Elasto Sweden, Elasto U.K, and Mueller Kunststoffe in Germany, supported by sales offices in France and Belgium. Under the rebranding effort, each site, which manufacturers TPEs, will be re-named to Hexpol TPE.
“We believe the new branding strategy is a natural next step in our evolution and will help to demonstrate the advanced TPE solutions and global support we can offer our customers,” said Carsten Rueter, president technology for Hexpol Compounding.
The firm also operates production, research and development, and sales in China and is developing operations in North America. All of these operations also will be known under the same brand name.
“As we have grown as a group, with our operation in China, with our international customers, this made sense,” Bradford said. “Sometimes it gets confusing dealing with different names in different areas. It's really going to make it easier and clearer and to present our capabilities in what we do.
“Hexpol, as a group, is known for rubber, but we're becoming more and more known in the plastics industry.”
Hexpol TPE is also restructuring its TPE product brands. Nothing will change for existing customers, the company said, but for new developments and projects the group will consolidate its Dryflex, Lifoflex and Lifoprene product ranges under the Dryflex name.
The company's TPE portfolio will then comprise: Dryflex TPEs for consumer, automotive, packaging, industrial and construction applications; Mediprene TPEs for medical device and pharma industries; and Epsea TPEs for food and beverage sealing systems.
The company is touting its DryFlex technology at K.
“It is really targeted toward wearable technology,” Bradford said. “It's an industry that's growing. There's more demand for soft-touch. Brand owners want something that when they pick up a product, it has a really nice feel to it. It has the right texture. And it adds some value to their brand as well.”