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Saint-Gobain ADFORS Reinforces New Brand Strategy

Saint-Gobain ADFORS Reinforces New Brand Strategy

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Saint-Gobain ADFORS—the world leader in technical textiles using fibreglass yarns, natural fibres and synthetic fibres for the construction and industrial sectors—is implementing a new brand strategy.   In an effort to further improve our company and expand our influence, we’ve made the decision to move away from our current model of maintaining a House of Brands to a new Branded House philosophy.  Brands that will be impacted include:

  • New York Wire (insect screen and accessories)
  • FibaTape (drywall tapes and accessories)
  • FibaFuse (paperless drywall tapes)
  • GlasGrid (asphalt reinforcement)
  • Novelio (wall coverings)
  • Vertex (concrete reinforcement mesh)

Where we currently offer a portfolio of unique brand names, the future will see us offer these same products under the ADFORS brand- with recognizable brand names, like FibaTape and Novelio, becoming product names. In terms of product composition and quality, nothing changes. Customers can continue to rely on us to provide both our standard and custom-made solutions for their industrial and construction applications, and look forward to innovations in new markets as we uncover other opportunities.
We have also created a new visual identity that will be applied universally across all product lines.  With this new product rebranding, we’re making it easier for customers to recognize all of our products and our four brand promises: service reliability, quality reliability, being an innovative company and a true business partner.
While the strategy is to make this a running change, the transition started earlier this year with the New York Wire line of insect screen moving to ADFORS Screening.  The newly designed packaging will hit the market in early 2016 in major retailers.  Following closely behind will be the FibaTape, GlasGrid, and Novelio lines later in 2016 and into 2017.
To learn more about our rebranding strategy, please visit:
About Saint-Gobain ADFORS
Saint-Gobain ADFORS is a division of the Saint-Gobain Group that is focused on the construction and industrial markets.  ADFORS offers solutions based on a complete range of textile and coating technologies using fiberglass yarns, synthetic fibers, and natural fibers.  ADFORS is the reliable and innovative global leader in technical textiles, offering the most adapted solutions.  The Saint-Gobain Group is established in 64 countries and is the market leader in each of its core businesses. In 2014, it achieved more than $54.5 billion in sales with over 190,000 employees.


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