Niagara Cutter Brand Integration Distributor Resources

With the recent brand relaunch and exciting news that our products coming out of the Reynoldsville Production Unit will be sold globally beginning in September 2024 with the C-series, the timing is ideal to complete the process of integrating the Niagara Cutter brand into our larger Seco product portfolio. This page provides a brand integration checklist, warehouse signage, and important Frequently Asked Questions (FAQs) for you and your teams.

Checklist

Use this checklist to help update your website content, social media pages, printed literature, and more.

View checklist

Warehouse Signage

Post this where you hold inventory of the previously branded Niagara Cutter products to support the transition. Please note this is a process over time and each product will move into this process once existing inventory is depleted.

Download sign

Frequently Asked Questions (FAQs)

What does “brand integration” mean in regard to the Niagara Cutter brand being integrated into Seco?As with most mergers and acquisitions, it is not feasible nor effective from a product portfolio, marketing, sales, and communications perspective to maintain multiple independent brands. The integration of brands refers to the strategic decision to shift acquired brands to align under the parent company brand to deliver a consistent product portfolio and messaging to customers.
When will Niagara Cutter tools begin to feature Seco brand laser marking?The process will begin in September 2024.2 with the C-series and will be complete by December 2024.
Will this brand integration process require new Global Product Numbers (GPNs) for the previously branded Niagara Cutter products?No. Laser marking and other branding changes do not require new GPNs. The only time a product receives a new GPN is when it is a new product or a product upgrade.
What will the new labels look like for the products in the Product Change Process (PCP) that do not involve any new or upgraded products?The only thing to change on current Niagara Cutter labels will be the logo.
Will the Reynoldsville Production Unit still produce the formerly branded Niagara Cutter products?Yes. The products will still be produced in Reynoldsville, PA Production Unit and they will remain the same high quality and reliable metal cutting solutions you and your customers trust.
What about the www.niagaracutter.com website?Over the last three years, we made the strategic decision to publish new Niagara Cutter content solely on www.secotools.com website. We are currently in the process of migrating any remaining content from the Niagara Cutter website to our Seco website. We will continue to own the domain www.niagaracutter.com and will redirect visitors to our Seco website as of end of 2024.
When and how will customers be notified?We plan to communicate this change to our customers via order fulfillments within the US/CA/MX with an insert into each shipment. This will simply communicate that the Niagara Cutter products will soon have a new look with the Seco branding and they will remain the great products they know and rely on. This is scheduled to begin in mid-summer.
What resources are available for distributors to convert all references to Niagara Cutter to Seco across digital touchpoints like websites?We are working on an easy-to-use checklist and guide to support our distributors convert their current branding across their digital touchpoints. We are planning to provide this to you by mid-summer.

If you have branding questions, please contact marketing.us@secotools.com.

If you have product and channel partner questions, please contact dbd.us@secotools.com.

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