Smartrac launches branding activities

Smartrac, a manufacturer of RFID transponders and inlays, has launched group-wide branding activities. As part of the branding measures, KSW Microtec AG (KSW) changed its company name to Smartrac Technology Dresden GmbH.

KSW was acquired by Smartrac on December 14, 2011. The integration of KSW’s business into the Smartrac Group commenced shortly after the acquisition. The change of name of KSW to Smartrac Technology Dresden GmbH is a result of the group’s strategy to unite its core business under the brand ‘Smartrac’.

‘We have established “Combining the best” as the guiding principle for the current integration processes,’ said Dr Christian Fischer, CEO of Smartrac. ‘This basic idea is not only expression of our mindset on how we want to realize the integration processes. It is also expression of the value we aim to generate for our joint customer base and business partners.’

‘We are very pleased that the integration process developed fast and smooth. The fact that we were able to complete the integration within two months only after the acquisition clearly shows that the teams and businesses ideally complement each other,’ said Thomas Hitzer, CEO of former KSW, new head of business unit cards and member of the group executive team at Smartrac.

The ‘Combining the best’ guiding principle also includes the integration of UPM RFID into the Smartrac Group. The acquisition of UPM RFID is not yet completed; closing of the transaction is still subject to customary conditions, including regulatory approvals, and is expected to be completed within the first quarter of 2012.  

The group-wide branding activities which include among others the launch of a new company logo are scheduled for a period of 14 months and aim at reinforcing the global visibility of the Smartrac brand.

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