Winoa Division Celebrates Anniversary, Rebrand


As of this month, steel shot manufacturer IKK Shot Co., Ltd., a division of Winoa, has been rebranded in time to celebrate its 25th anniversary. The change went into effect Oct. 1, according an emailed release.

Established in October 1997, the company has reportedly serviced over 1,000 customers and produced more than 700,000 tons of steel media. It has produced products such as ultra fine shot (UFS), dummy balls (conductive media for electroplating), steel abrasives, recycling services and its premium media brand IKK Shot.

Winoa reports that the company has become a leader in the Asian market for peening, cleaning and surface preparation applications.

As part of Winoa Group for 25 years, IKK Shot will also rebrand to fully align with the group values, culture and objectives. The new company name will be Winoa IKK Japan Co., Ltd.

“Winoa IKK Japan will continue to produce and promote the IKK Shot brand while offering W Abrasives products, the newly service brand W Care and the parts and equipment under W Tech,” wrote the company.

Winoa Rebrand

Earlier this year, 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.

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, last September.


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; Winoa; Z-Continents

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