Voestalpine AG subsidiaries Böhler Edelstahl GmbH & Co KG, Böhler Schmiedetechnik GmbH & Co KG and Böhler Bleche GmbH & Co KG will be rebranded to include the word ‘Voestalpine’ in their company names with immediate effect, the group has announced. The companies’ visual appearance is also expected to be adapted to conform to the Voestalpine brand image.
According to Voestalpine, the change is intended to stress the Böhler companies’ position as part of the group, which they joined ten years ago. In addition, it stated that it intends for the change to underline the companies’ “consistent focus on advanced technology and quality.”
The Böhler companies are part of the High Performance Metals Division, and became part of Voestalpine Group after its acquisition of the Böhler-Uddeholm Group in 2007/08. Voestalpine states that the companies have played an important role in the group’s development by focusing on highly sophisticated products, particularly for the global aerospace, oil & gas, and automotive industries.
Franz Rotter, Member of the Management Board of Voestalpine AG and Head of the High Performance Metals Division, stated, “This uniform visual appearance is intended to underscore the strategic importance that our companies place on extremely high-tech segments, as well as our international character— both key Voestalpine brand values.”
The companies will now operate as Voestalpine Böhler Edelstahl GmbH & Co KG, Voestalpine Böhler Aerospace GmbH & Co KG (formerly Böhler Schmiedetechnik GmbH & Co KG), and Voestalpine Böhler Bleche GmbH & Co KG.
The Böhler companies employ over 3,600 employees and, in the business year 2016/17, reportedly generated a total revenue of around €1 billion. The former Böhler Profil GmbH, based in Bruckbach in Lower Austria, has also been renamed Voestalpine Böhler Profil GmbH.