HES, Securitron rebranded as ASSA ABLOY Electronic Security Hardware


The company states the new marketing strategy will help drive growth in new markets and with new targets; share more product lines with sister companies; and further solution selling for the complete opening. Existing portfolios for the suppliers of electric strikes and access control components will remain available, according to ASSA ABLOY. Expanded product offerings are said to include new cabinet locks, power supplies and low-power locking solutions. Customer feedback will be used to streamline product catalogs, price books and packaging for user-friendly product selection, according to the company. Customers can also expect the following to remain unchanged: ordering and purchasing process; part numbers; product UPC and label; pricing structure; sales team, customer service and tech support.

Among new changes brought about by the rebranding, installing security contractors can expect cohesive branding for collateral; new packaging (Phase 1 in stores starting in February); combined catalog and combined price book (effective Feb. 1); a consolidated and enhanced warranty As part of the ASSA ABLOY Electronic Security Hardware group, HES and Securitron are part of the ElectroMechanical High Security Group based in Phoenix. The EMHS Group includes also the ASSA ABLOY Group brands Adams Rite, Alarm Controls and Medeco.