20.03.2007 – As of April 2007, the "belting specialist" Siegling will operate under the corporate master brand Forbo and will become "Forbo Movement Systems". The international Forbo Group, which acquired Siegling in 1994, has taken this step in order to strategically integrate the well-established Siegling product range into its newly-organized brand architecture.
In the future, the three divisions of the Forbo Group will share one master brand, representing the Group's full range of services and products These three divisions are comprised of "Forbo Flooring Systems" and "Forbo Bonding Systems", representing floor coverings and chemical compounds and adhesives, as well as "Forbo Movement Systems".
As part of the new market image, Siegling is changing its company name to "Forbo Siegling". The belting specialist's business activities and internal structure will remain unchanged, as far as product development, manufacture and sales are concerned. Conveyor and processing belts, plastic modular belts, high-efficiency flat belts and timing belts are at the heart of the product range.
"In the future, the whole of the Forbo Group will have one single image, which will lead to a better perception of our products and services in the markets", is how Matthias P. Huenerwadel, Executive Vice President Movement Systems of the Forbo Group, explains the new corporate strategy. This decision is in line with Forbo management's objective of tapping into new growth potential, supported by a strong international master brand. He goes on to say that target markets, where the belting business can benefit from proximity to the two other Forbo business activities, are the airport, automotive, paper, wood, textiles and tobacco industries.
Huenerwadel believes that in transforming the image, the first vital step towards this strategy being successful is complete. The challenge is to transfer the positive values and trust implicit in the Siegling brand to the new Forbo master brand. The goal is to combine Siegling's tradition of being application-driven and close to the customer with Forbo's philosophy of growth. "As Siegling has belonged to the Forbo Group for more than thirteen years", continues Huenerwadel "this step is a consistent one. We're sure that our customers will receive and accept the new image positively."
Forbo is a leading manufacturer of floorings, chemical compounds and adhesives as well as power transmission and light materials handling technology. The corporation employs around 5,800 people and has an international network of 30 production and sales companies as well as 40 sales organizations in a total of 33 countries. The headquarters of the publicly-owned company is in Baar in the canton of Zug in Switzerland. In 2006 the Group generated turnover of 1,879.5 million CHF.
Siegling was founded in 1919 in Hannover by Ernst Siegling. Since 1994, Siegling (now Forbo Movement Systems), has belonged to the Forbo Group and employs more than 1,900 people in 8 production sites and 25 international companies. Forbo Siegling belts, made of synthetic materials, are used in nearly all industries, but also in the retail and services sectors. Key competencies are the food and packaging industries, logistics and airports, as well as the paper, print and raw materials industries.
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