Move Marks a New Step in the Company's Global Branding Strategy
ST. LOUIS, April 30 /PRNewswire-FirstCall/ -- Sigma-Aldrich (Nasdaq: SIAL) today announced the full integration of its Riedel-de Haen(R) Laboratory Reagents into its core product brands effective May 1, 2008 (http://www.sigma-aldrich.com/rebranding).
"We have created a strong international presence with our products and services," said Josef Zihlmann, Global Vice President of Marketing and Sales for the Research Specialties and Research Essentials business units at Sigma-Aldrich. "We can best serve our customers with a streamlined product range under a reduced core group of brands with global recognition."
Zihlmann continued: "The Riedel-de Haen products will still be available to customers, and will be distributed through the Fluka brand. Both Fluka and Riedel-de Haen products share not only a European heritage, but are also recognized in the market for their high quality. We will also maintain trade names for product groups such as Hydranal(R) Karl Fischer Reagents (http://www.sigma-aldrich.com/hydranal). These products will appear with the Fluka logo on the label."
Serving the Company's research and laboratory customers, Sigma-Aldrich markets its products under the Sigma(R), Aldrich(R), Fluka(R) and Supelco(R) brands. These are now used for products in the fields of Life Science, Chemistry, Analytical Reagents and Chromatography. Many products for general use in all laboratories are distributed under the Sigma-Aldrich label.
Riedel-de Haen laboratory reagents have been part of the Sigma-Aldrich offering since being acquired in 1997. They are manufactured at a facility in Seelze, Germany, and other European locations.
"The former Riedel-de Haen-branded products will continue to be
manufactured in our own production unit
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