Henkel realigns industrial adhesive portfolio

- Organic growth and acquisitions have resulted in complex brand portfolio

 

- Portfolio realignment to improve navigation through offering

 

Henkel is to introduce a new branding approach for its industrial adhesive technologies business.

 

The company’s brand portfolio has grown strongly over the past decades, and Henkel is now a leading global supplier of adhesives, sealants and surface treatments.

 

In addition to organic growth, Henkel has made numerous recent acquisitions over the past years to provide its customers with high-quality service and a multiple 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.

 

To improve the navigation through the brand portfolio, Henkel will regroup its industrial business for adhesive technologies under five technology cluster brands, each of which will represent a cluster of specific technologies and applications.

 

Henkel’s Technomelt is now the brand for hot-melt adhesives designed for best results in the customers’ applications and production processes, while Loctite will cover engineered, high-performance adhesive, sealant and coating solutions.

 

Aquence is the innovative, sustainable water-based adhesive solution.

 

Elsewhere, Bonderite products represent the surface technology solutions for manufacturing processes, Teroson will be the driving brand for bonding, sealing, coating and reinforcing in automotive body and vehicle repair and maintenance applications.

 

‘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 Henkel’s adhesives business.

 

‘In addition, this aligned structure will enable Henkel to provide optimized customer service and technology solutions more quickly in the future.’

 

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