ReachMaster Inc. recently announced it is changing its name to Skako Lift Inc. in an effort to align it with a new global corporate identity.
ReachMaster and its parent company WorldLift Industries in Denmark have been a part of the Skako Group of companies since 2005. Also located in Denmark, Skako AS is an industrial group of companies with interests in the concrete, vibration and lift industries. Earlier this year Wordlift Industries changed its name to Skako Lift as well, and now ReachMaster will formally join the family of Skako companies.
“While the ReachMaster name indeed has served us very well in the U.S. and become synonymous with compact aerial lifts, it makes a lot of sense to clarify the overall corporate identity, considering the fact we’re a global player,” said Ebbe Christensen, president and CEO of ReachMaster.
Christensen emphasized there is no change in ownership or in the organization. The product line-up also remains the same, and the Falcon and Denka brands will continue under the new corporate identity, alongside the Hinowa brand, sold exclusive through the company.
“Looking back, it has always been confusing that the ReachMaster brand was sold only in the U.S. and Canada, while elsewhere in the world the very same equipment was sold under a different name,” Christensen said. “After the merger with Denka in 2005 we became a part of the Skako group of companies with even more names and logos, at which point it simply became almost impossible to create effective marketing synergies and strategies.
“With the new name and logo we now have a very clear, uniform and global profile, which will allow us to strengthen our position globally and, in particular, in the Americas.”