RFID Talk Blog

Smartrac unveils re-branding program for KSW, UPM mergers

Smartrac N.V., the Amsterdam-based developer, manufacturer and supplier of RFID transponders and inlays, has embarked on a new branding campaign to incorporate its recent transaction of KSW Microtec AG. As part of the initiative, Smartrac announced today that KSW has changed its name to Smartrac Technology Dresen GmbH.

Smartrac acquired KSW in December, and the integration of KSW’s business into the Smartrac Group commenced shortly thereafter. The name change is a result of Smartrac’s strategy to unite its core business under the Smartrac family brand, and represents a commitment to the same values and principles.

The company is expected to unveil a similar re-branding campaign when it finalizes the purchase of UPM’s RFID division later this month. Smartrac announced that deal in late December, which is intended to provide Smartrac with a much stronger presence in the burgeoning retail RFID market. As part of the deal, UPM will become an indirect shareholder of Smartrac, with a 10.6 percent economic interest in the company.

The group-wide branding activities, which include the launch of a new company logo, are scheduled to occur over a 14 month period, with the goal of reinforcing the global visibility of the Smartrac brand.

“We have established “Combining the Best” as guiding principle for the current integration processes,” said Dr. Christian Fischer, CEO of Smartrac. “This basic idea is not only an expression of our mindset on how we want to realize the integration processes. It is also an expression of the value we aim to generate for our joint customer base and business partners.”

The “Combining the Best” guiding principle also includes the integration of UPM RFID into the Smartrac Group.

Combining KSW’s long-term expertise in the high frequency (HF) and ultra-high frequency (UHF) RFID inlay production and proprietary know-how with Smartrac’s strengths and capabilities fortifies its technology base, product portfolio, and market position.

As a result of the integration, customers will benefit from an enhanced product portfolio in the access control, e-payment, e-Ticketing, and asset management application fields, as well as for high-security products for government identification documents.

“We are very pleased that the integration process developed fast and smooth. The fact that we were able to complete the integration within two months only after the acquisition clearly shows that the teams and businesses ideally complement each other,” said Thomas Hitzer, CEO of former KSW, new Head of Business Unit Cards and Member of the Group Executive Team at SMARTRAC.

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