Husqvarna Rebrands Product Lines

OLATHE, Kan. – Husqvarna Construction Products (HCP) will bring several well-known brands under a single name – its own.
HCP will now brand products formerly marketed under the Dimas, Partner and Target names as Husqvarna Construction Products. Some double-branding will occur during 2007 as the parent company, Stockholm-based Husqvarna AB, implements the change worldwide.
“By focusing on a single brand – Husqvarna – we can clearly show our strength in the market and be recognized as a strong, global brand,” said Anders Berggren, president of HCP North America.
HCP’s brand for the stone industry, Diamant Boart, won’t be changed.
“Diamant Boart is our strong, global brand for stone operations within HCP, which is a totally separate business with its own customers and sales organization,” Berggren said. “It is of vital importance that we retain the brand, Diamant Boart, for this operation.”
All of the brands were previously part of Stockholm-based AB Electrolux, which spun off Husqvarna into a separate stock corporation last June.