Hexpol TPE rolls out new branding strategy at K 2016

Hexpol TPE rolls out new branding strategy at K 2016

There is probably no better opportunity for a growing, ambitious, internationally operating compounder to present its new brand strategy than at a K Show – which is exactly why Hexpol TPE chose K 2016 to announce two major changes to its branding.

In the first place, the group is renaming the three companies it operates in Europe- Elasto Sweden, Elasto U.K, and Mueller Kunststoffe in Germany – in order to bring them together under the Hexpol TPE name, and in alignment with the activities in China, which are already marketed under the Hexpol TPE brand.

The company made the announcement here at the show, but will be informing its customers and supply partners over the coming months. The names of the legal entities will officially be changed as per January 1, 2017.

“We think that by presenting ourselves under one name, it will be clearer to our customers that we are actually a single group, with global capabilities,” said Jill Bradford, marketing manager for Hexpol TPE.

Over the past few years, Hexpol TPE has grown, both as a result of acquisitions and through organic growth.

“We believe the new branding strategy is a natural next step in our evolution and will help to demonstrate the advanced TPE solutions and global support we can offer our customers,” said Carsten Rüter, president technology for Hexpol Compounding.

Secondly, Hexpol TPE is also restructuring its TPE product brands. According to the company, nothing will change for existing customers but for new developments and projects the group will be consolidating its Dryflex, Lifoflex and Lifoprene product ranges under the Dryflex name.

This means that the TPE product portfolio will be streamlined into three distinct product families: Dryflex TPEs for consumer, automotive, packaging, industrial and construction applications; Mediprene TPEs for medical device and pharma industries; and Epseal TPEs for food and beverage sealing systems.

The group’s German operations will continue to offer a number of complementary compounds, including soft PVC, cork compounds and masterbatch.

At K, the company is promoting its DryFlex technology with the launch of a new range of TPE compounds called Dryflex Touch. The materials have an exceptionally soft and silky feel, come in hardnessess from 40 to 90 Shore A and are easy to color.

“They have excellent haptics, which make them especially suitable for wearable technology,” said Bradford. “We’re seeing very considerable demand in that area, and right now, we’ve got quite a few customers testing it.” She added that the new range was also a good choice for packaging applications. “The material can help a product really stand out – enhancing shelf appeal.”

The Dryflex Touch TPE range for injection molding offers easy processing, with grades that can be overmolded onto substrates such as PP, PE, ABS, PC and TPU for multi-component applications.

“Brand owners also want to enhance product differentiation and brand experience while ensuring the performance and durability of their products,” said Klas Dannäs, Global R&D Coordinator for Hexpol TPE. Hence Dryflex Touch: for “applications that need to be durable and functional as well as feeling great,” he added.

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