One of the exceptions is that the company will retain Wirsbo as a trade name with its line of crosslinked polyethylene (PEX) tubing products. The name Wirsbo will continue to be printed on its tubing, specifically Uponor Wirsbo hePEXâ„¢ plus barrier tubing for radiant floor heating systems, and Uponor Wirsbo AquaPEXÂ® nonbarrier tubing for plumbing and residential fire sprinkler systems.
"Unifying the company under one name is the logical extension of Uponor's evolution," said Jim Bjork, executive vice president, Uponor North America. "At the same time, we feel it's important that, as we build the Uponor brand, everyone associated with it still feels special." Recognizing that it will take time for people who are so familiar with the Wirsbo name to transition over to Uponor, the company has developed a branding communication plan to educate the industry and consumers about the name change. Additionally, they have prepared a branding support package to help its customers transition from Wirsbo to Uponor.
"Aside from our marketing and brand-building initiatives, we will continue doing business as we always have - just under a new name," said Bjork. "Our foundation of great people, great products and great service remains unchanged. Our intent is to leverage the collective resources of Uponor to make an even stronger business in an increasingly competitive marketplace. And a stronger Uponor will be good not only for us, but also for all our customers."
Publication date: 03/13/2006