HES, Securitron to Be Rebranded ASSA ABLOY Electronic Security Hardware

Merging the two group brands reflects the security industry’s move from product-based sales to complete solution sales, ASSA ABLOY says.

PHOENIX — ASSA ABLOY has rebranded sister companies HES and Securitron as ASSA ABLOY Electronic Security Hardware.

Merging the two group brands reflects the security industry’s move from product-based sales to complete solution sales, as well as ASSA ABLOY’s customer-facing strategy to deliver continuity and simplicity to customers, according to the company.

“ASSA ABLOY Electronic Security Hardware is focused on simplifying business for our customers as much as possible,” says Scott Baker, president, ElectroMechanical & High Security Group. “Electronic access control products and applications can be complicated but the interface between our customers and our business needs to be as simple as possible. With our sales force, operations team and purchasing process already combined, brand consolidation is the next step to make sure we are working at the leading edge of simplifying our business.”

The company states the new marketing strategy will help drive growth in new markets and with new targets; share more product lines with sister companies; and further solution selling for the complete opening.

Existing portfolios for the suppliers of electric strikes and access control components will remain available, while expanded product offerings are said to include new cabinet locks, power supplies and low-power locking solutions.

Customer feedback will be used to streamline product catalogs, price books and packaging for user-friendly product selection, according to the company. Customers can also expect the following to remain unchanged: ordering and purchasing process; part numbers; product UPC and label; pricing structure; sales team, customer service and tech support.

Among new changes brought about by the rebranding, installing security contractors can expect cohesive branding for collateral; new packaging (Phase 1 in stores starting in February); combined catalog and combined price book (effective Feb. 1); a consolidated and enhanced warranty

All product and installation information is available at assaabloyesh.com.

As part of the ASSA ABLOY Electronic Security Hardware group, HES and Securitron are part of the ElectroMechanical High Security Group based in Phoenix. The EMHS Group includes also the ASSA ABLOY Group brands Adams Rite, Alarm Controls and Medeco.

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