ASSA ABLOY simplifies rebranding phases of ASSA products from ASSA ABLOY in the UK

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

The move by the global supplier of door opening solutions will provide customers with a market-leading specification and architectural hardware range under a single brand.

ASSA rebranded as product range

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

In 2017, ASSA Sweden took the decision to rebrand to ASSA ABLOY

In 2017, ASSA Sweden took the decision to rebrand to ASSA ABLOY. This move was a logical 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 starting to be phased in.

ASSA's brand reputaion

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

Rebranded lock cases, cylinders and strikes, including the 900 series, are available now. Rebranded panic exit devices, padlocks and hinges will arrive in Q4. Rebranded 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. Rebranded packaging for these products in the UK will arrive in Q4 this year and Q1 2019.

Simplifying brand structure

Eryl Jones, Managing Director of ASSA ABLOY Security Solutions, 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 exciting next phase in our history and look forward to what the future holds.”