The SCHMOLZ + BICKENBACH Group has rebranded and has become the Swiss Steel Group. The proposal for the change of name submitted by the Board of Directors was approved on 21 September 2020.
Clemens Iller, CEO of the Swiss Steel Group said: "The rebranding to the Swiss Steel Group is an important signal for us as we enter a new, exciting and promising era in our company's history. This requires an independent, credible and developable brand that our customers can trust with a name that is also easy to remember and pronounce all around the world."
"The change of name is also a turning point after the stressful events of the past few months and years, when the difficult market situation, necessary refinancing and, to make matters worse, the coronavirus pandemic have presented us with immense challenges this year. We can now look positively to the future under a new name with a fresh logo", he added.
Additionally, The legal unit in Lucerne also has a new name – Swiss Steel Holding AG. The Ascometal, Deutsche Edelstahlwerke, Finkl Steel, Ugitech S.A., Steeltec and Swiss Steel business units will all retain their names, but will be referred to as "Companies of the Swiss Steel Group" with immediate effect and will each appear under a new logo.
Overall, the aim of the rebranding is to transform the Group and be a clear sign of new beginnings. In Germany, SCHMOLZ + BICKENBACH stood for the steel wholesale trade; however, the group and its business units are regarded worldwide primarily as developers of innovative steel solutions for a wide range of industries and applications.
The Group's new website can be found at www.swisssteel-group.com.
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