McCloskey International has introduced a new brand identity to support the growth and the re-alignment of its washing division and re-emphasise its commitment to the wet processing sector.
Effective from January this year, McCloskey’s washing division is now known as MWS Equipment.
“We are delighted to announce our new identity,” MWS Equipment’s product line manager Ben Frettsome said. “The rebranding of MWS has been in development for some time and will now allow for the business to partner with the best suited organisations across the world.
In a statement from McCloskey International, the company applauded the washing division’s growth and evolution in the past five years, and stated the new brand and alignment reflects a commitment to the future and to customers seeking “leading edge products and services to grow their business”.
To position the brand for long-term success within the market, MWS Equipment will operate as an independent business unit of Metso Outotec, the parent company of McCloskey International, extending the brand’s reach in delivering world-class products and service globally.
The strategy is being driven by partnership with other organisations around the world at a regional level that are best suited to deliver tailored solutions and ongoing service to MWS’s customers.
The new design and colour scheme of the MWS washing plant and equipment is said to reflect the brand’s maturation and evolution as an industry leader for not only its product offerings but also the impressive network it has built over the past few years.
“I’m delighted with how our business has progressed in recent years,” Frettsome said. “We have repositioned our route to market along with increasing our design and manufacturing capabilities. With the strength and depth in our leadership team, we are now aligning our brand to allow for the next chapter of our development and growth.”
To maintain its reputation and trust within the industry, MWS Equipment will partner with companies that have the expertise and specialised capabilities in wet processing equipment application, installation and aftermarket support to deliver not just a product but a long term solution to the customer.
This will be driven by the design and engineering of smarter washing solutions that help customers build profitable and sustainable organisations.
“The new brand identity is an exciting milestone,” Toni Laaksonen, the senior vice president of McCloskey International, said. “We continue to invest in our business through delivering industry leading products and adding maximum value to our customer experience.”
Frettsome added that MWS is “looking ahead to 2021, we are very optimistic about the future of MWS Equipment and the strong position we are in going into 2021. “We have an exciting list of product introductions and strong partnership announcements coming over the next few months.”