Stanley Engineered Fastening revamps brand structure; launches Optia and Integra

Stanley Black & Decker’s precision fastening and assembly solutions division – Stanley Engineered Fastening – has a new brand structure.

The Stanley Engineered Fastening (SEF) banner now has seven brands under it, including:

  • Avdel structural blind fasteners
  • Integra plastic components
  • Nelson stud welding solutions
  • Optia threaded fasteners
  • POP non-structural blind fasteners
  • STANLEY Assembly Technologies
  • Tucker automated fastening systems

The move comes after extensive research with Stanley’s major OEM and distribution partners, which revealed that customers found the old brand structure overly complex. The restructure was identifed as the best way to “deliver more value” to customers and provide “a better understanding of our organisation to all external partners”.

There’s a new mission statement too: “Empowering engineers to create our future”.

Optia & Integra emerge

In the midst of the rebrand, Stanley has created Optia and Integra, incorporating existing expertise and quality.

Optia’s engineered threaded fastener line includes product families such as:

  • Heli-Coil
  • Spiralock
  • Speciality Bar
  • Dodge
  • Gripco
  • Automated SMP, and others

Integra has been created to support the sustainable development of electric vehicles, with a highly engineered product range that includes lightweight parts and employs production strategies with the lowest possible material requirement.