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KraussMaffei repositions its brand

KraussMaffei repositions its brand

News 17.07.2019
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Frank Stieler, CEO of KraussMaffei

Munich-based mechanical engineering group KraussMaffei is reinventing itself. KraussMaffei is now consolidating all business divisions and its previous brands KraussMaffei, KraussMaffei Berstorff and Netstal within a single, unified brand: KraussMaffei.

This repositioning is in line with the "Compass" corporate strategy, which has already brought about fundamental changes with the launch of the Digital & Service Solutions (DSS) business unit. For Frank Stieler, CEO of KraussMaffei, bringing the brands together is a reflection of the company's identity: "KraussMaffei is a technological pioneer in the plastics industry, which supplies its customers across all industries with innovative and customised solutions – in line with our new motto: Pioneering Plastics."

As part of the repositioning, all subsidiaries and locations will operate under the name "KraussMaffei" from now on. Netstal-Maschinen AG (Näfels/Switzerland) will be known as "KraussMaffei High Performance AG". Its high-performance injection molding machinery will be integrated into the KraussMaffei portfolio under the established Netstal product brand, which means the Netstal name will still appear on the machinery itself. The KraussMaffei Berstorff brand which was used for Extrusion technology will be integrated in "KraussMaffei". KraussMaffei Berstorff GmbH (Hanover/Germany) will now be known as "KraussMaffei Extrusion GmbH". Visual evidence of the restructuring can be seen in a new corporate design throughout the company, which will be rolled out to a wider audience during K 2019.

As a pioneer in the recycling, upcycling and recompounding of plastics, KraussMaffei has invested over three decades in the research and development of recycling, enabling its customers to enter a circular plastics economy.

Guests can see this in action at the K trade fair, where a polypropylene bucket will be recycled into a car's B-pillar. The Extrusion Technology and Injection Molding Machinery divisions will also be working together here. Polymore, the new B2B online marketplace for the purchase and sale of compounds, masterbatches, recycled material and post-industrial waste in Europe, is another example of sustainability.

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