Winoa Rebrands, Unveils New Strategy

MONDAY, MARCH 21, 2022

Earlier this month, global surface treatment company and manufacturer of W Abrasives, Winoa Group, announced a branding renewal, including two new brands and its new growth plan strategy.

“The aim behind those changes is to position itself on the market no longer only as an abrasives manufacturer, but as a leading partner of innovative and eco-friendly surface preparation solutions,” wrote Winoa in its emailed press release. In addition to its W Abrasives line, the company is adding W Care, related to the services offer, and W Tech, for all complementary products, tools and technologies.

Winoa’s new growth plan for the next years is based on three pillars:

  • The offer agenda with a portfolio expansion;
  • The green agenda with new sustainable commitments; and
  • The digital agenda with industry 4.0 implementations.

According to the group, this vision is supported with the implementation of the new Winoa logo. The grey color represents its core business, metallic surfaces and abrasive medias, while the green dot refers to its involvement in sustainable development, including the preparation of a global reduction carbon emission plan and all of its abrasives are 100% recyclable.

Finally, Winoa reports that it is looking at global alignment for all its subsidiaries, with a plan launched to unify all of its entities under the name of Winoa. Some of its global acquisitions have kept their name and identification, reportedly not capitalizing on the Winoa identity.

Winoa 60th Anniversary

The brand renewal, improved growth plan and development and marketing of new services and products follows the celebration of the company's 60th anniversary and of its Cheylas factory in Isère, France, which has been named the largest steel media factory in the world, in September.

Formerly known as Wheelabrator Allevard, Winoa has become widely known for its industry leadership in steel shot and surface preparation, main applications in peening, cleaning, preparing and cutting.

“It is in our hands, with the love for our company, passion to serve our clients, dedication to execute promises and the fantasy to dream further. Further for at least another 60 years,” said Winoa CEO, Ramesh Krishnan. “From our hometown in Le Cheylas, now to a global leader in abrasive products was the story of the last 60 years. Now building on that base of product leadership and, emerging into a sustainable technology leader in surface treatment, is our vision for the next 60 years.”

“We take this opportunity to thank all our customers, partners and stakeholders for their trust on this journey, which we have experienced together,” writes Winoa. “We are proud of this journey, and of Winoa’s worldwide development and leadership position, which would never have happened without the contribution and dedication of our teams; that is why we owe a very special thanks to our dedicated Winoa family.”

At the time of the release, Winoa had more than 800 employees, customers in 120 countries and has been established on four continents, with a total of nine factories, four test centers and three research centers.


Tagged categories: Abrasives; Asia Pacific; Business management; Business matters; Business operations; EMEA (Europe, Middle East and Africa); Industry News; Latin America; North America; Program/Project Management; Sustainability; Technology; W Abrasives; W Abrasives; Winoa; Z-Continents

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