Henkel to Re-group its Industrial Business for Adhesive Technologies under 5 Brands

Düsseldorf / Germany -- Henkel will introduce a new branding approach for its industrial adhesive technologies business. The companys brand portfolio has grown strongly over the past decades and has enabled Henkel to become the global market leader in adhesives, sealants and surface treatments. To improve the navigation through the brand portfolio, Henkel will now re-group its industrial business for adhesive technologies under five technology cluster brands, each of which will represent a cluster of specific technologies and applications.

In addition to organic growth, Henkel has made numerous acquisitions over the past years. With this, Henkel has been able to provide its customers with high-quality service and a multitude of solutions. However, as Henkel has retained a large number of product names and brands, the offer of industrial adhesive technologies has become quite complex. This was confirmed by a recent customer survey.

Therefore, Henkel has decided to introduce a new branding approach that will align the portfolio under five brands. All products will be re-grouped under five technology cluster brands. Each of them will represent a cluster of specific technologies:

"As the global leader in adhesives, sealants and surface technologies, we are committed to delivering a portfolio that our customers can navigate more intuitively," said Jan-Dirk Auris, head of Henkels adhesives business. "In addition, this aligned structure will enable Henkel to provide optimized customer service and technology solutions more quickly in the future."

About Henkel

Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Beauty Care and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions both in the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel, headquartered in Düsseldorf / Germany, has some 47,000 employees worldwide and counts among the most internationally aligned German-based companies in the global marketplace.