Skip to main content
Sister Publication Links
  • European Rubber Journal
  • Plastics News
  • Tire Business
Subscribe
  • Login
  • Register
  • Subscribe
  • News
    • Tire
    • Airless Tires
    • Non-Tire
    • More News
    • Suppliers
    • Silicone
    • Latex
    • Technical Notebooks
    • Opinion
    • Online Exclusive
    • Special Reports
    • Automotive
    • Executive Action
    • Government/Legal
    • Sustainability
    • Blogs
      • Products
      • Wacky World of Rubber
    • Best Places to Work
    • War in Ukraine
    • Rubber Division IEC
    • ITEC
    • Women Breaking the Mold
  • PFAS
  • Custom
    • Sponsored Content
    • White Papers
  • Resources
    • Directory
    • Classifieds & Mold Mart
  • Data
  • Events
    • RN Events
    • RN Livestreams/Webinars
    • Industry Events
    • Past Events
    • Rubber News M&A Live
    • PFAS Live
    • Ask the Expert
    • International Tire Exhibition & Conference (ITEC)
    • Women Breaking the Mold Networking Forum
  • Advertise
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. News
October 21, 2016 02:00 AM

Hexpol TPE alters brand strategy

Don Detore
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    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.”

    Related Articles
    Huntsman to install hot cast elastomer machines at R&D centers
    Sabic launches first Saudi-made SR products
    Adidas to add U.S. SpeedFactory in Atlanta
    Nynas highlighting product capabilities
    Maplan sets sights on U.S. and Asia
    Trinseo considers new SSBR capacity in Asia, Europe
    English company aids in sale of rubber molder
    Kraton's CEO talks expansion in Asia, innovation
    Take 5: Machinery
    Lanxess showcasing rubber-preserving products
    Golz: ChemChina to give KraussMaffei Group a free hand
    Evonik to complete purchase of business unit
    OSCiAl releases nanotube technology
    Thomas: Data is the missing link in EU circular economy
    Covestro CEO trumps question of U.S. presidency
    Huntsman launches new TPUs for food contact applications
    Hexpol chair to step down, reports financials
    Hexpol adds new compounds to bio-based TPEs
    Hexpol TPE expands in North America
    Letter
    to the
    Editor

    Rubber News wants to hear from its readers. If you want to express your opinion on a story or issue, email your letter to Editor Bruce Meyer at [email protected].

    Most Popular
    1
    UAW adds 38 GM, Stellantis parts distribution centers to strike
    2
    WDK warns of 'immense pressure' on German rubber industry
    3
    ARPM webinar: Prolonged UAW strike would hit auto suppliers hard
    4
    Federica Tondini, Prometeon Tyre Group | Women Breaking the Mold 2023
    5
    Breaking molds, inspiring an entire industry | Women Breaking the Mold 2023
    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Get our newsletters

    Staying current is easy with Rubber News delivered straight to your inbox, free of charge.

    Subscribe Today

    Subscribe to Rubber News to get the best coverage and leading insights in the industry.

    SUBSCRIBE
    Connect with Us
    • LinkedIn
    • Facebook
    • Twitter

    MISSION

    To serve companies in the global rubber product industry by delivering news, industry insights, opinions and technical information.

    Contact Us

    2291 Riverfront Pkwy, Suite 1000
    Cuyahoga Falls,
    OH 44221

    Customer Service:
    877-320-1726

    Resources
    • About Us
    • Digital Edition
    • Staff
    • Advertise
    • Order Reprints
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Careers
    • Ad Choices
    • Sitemap
    Partner Sites
    • Tire Business
    • European Rubber Journal
    • Plastics News
    • Urethanes Technology
    • Automotive News
    • Crain Brands
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • News
      • Tire
      • Airless Tires
      • Non-Tire
      • More News
        • Automotive
        • Executive Action
        • Government/Legal
        • Sustainability
        • Blogs
          • Products
          • Wacky World of Rubber
      • Suppliers
      • Silicone
      • Latex
      • Technical Notebooks
      • Opinion
      • Online Exclusive
      • Special Reports
        • Best Places to Work
        • War in Ukraine
        • Rubber Division IEC
        • ITEC
        • Women Breaking the Mold
    • PFAS
    • Custom
      • Sponsored Content
      • White Papers
    • Resources
      • Directory
      • Classifieds & Mold Mart
    • Data
    • Events
      • RN Events
        • International Tire Exhibition & Conference (ITEC)
        • Women Breaking the Mold Networking Forum
      • RN Livestreams/Webinars
      • Industry Events
      • Past Events
      • Rubber News M&A Live
      • PFAS Live
      • Ask the Expert
    • Advertise
    • DIGITAL EDITION