ASSA Rebrand – An update

Earlier this year ASSA ABLOY Security Solutions announced that ASSA will be marketed as a range from ASSA ABLOY in the UK, providing customers with a market leading specification and architectural hardware range under a single brand.

Following the merger of ASSA and ABLOY back in 1994, ASSA Scandinavia has played an important part in the development of the ASSA ABLOY brand, to become the leader both in the UK and internationally, for the specification of door opening solutions.

In 2017, ASSA Sweden took the decision to rebrand to ASSA ABLOY. This move was a logical evolution for the ASSA brand and further strengthens the company’s project specification capabilities. The rebranding is now underway in Scandinavia, with rebranded products and packaging starting to be phased in through 2018.

In the UK, although products will be branded ASSA ABLOY, ASSA ABLOY Security Solutions took the decision to market ASSA as a range. The approach will allow the considerable brand reputation of ASSA to be retained and continue to be promoted.

Rebranding of product to ASSA ABLOY is currently in process and estimated timings when rebranded product will reach the UK are detailed below:

Product category

Estimated UK delivery dates

Lockcases (exc. Modular and Connect)

Q3 2018

Strikes including 900 Series

Q3 2018

Cylinder Housings

Q4 2018

Lockcases (Modular and Connect)

Q4 2018

Panic Exit Devices

Q4 2018

Padlocks

Q4 2018

Hinges

Q4 2018

Scan Oval Cylinders

Q1 2019

Steel Strikes

Q1 2019

Scanflex Handles

Q1 2019


Changes to the branding on ASSA keys and timings for this will be confirmed later this year. 

There will be a transition period in which a mixture of ASSA and ASSA ABLOY may be received by customers. Please contact our customer services team if you require continuity of branding with your deliveries for stock for project work.

The packaging design for ASSA products will also change and further details around the design changes and timings, will be shared due course.  

Eryl Jones, Managing Director of ASSA ABLOY Security Solutions, said: “Since ASSA first started to manufacture cylinder locks in Scandinavia back in the 1930s, it has been synonymous with quality, high security and design. To this day, we continue to develop and design products to meet the needs of the most demanding environments.

“Presenting ASSA as a range from ASSA ABLOY will help simplify our brand structure and will allow a more cohesive approach to our project specification activity. We are excited about this next phase in our history and look forward to what the future holds.”