KERNERSVILLE, NC – Products manufactured by Mepla-Alfit are being merged into the Grass brand as the result of a corporate decision to combine both companies’ product development, marketing and sales efforts to cease duplicating efforts and “significantly increase the competitiveness and innovation speed of Mepla-Alfit and Grass.”
Both entities are owned by the Würth Group. of Kunzelsau, Germany. Würth purchased Mepla in 1996 and acquired Alfit in 2000. Grass was acquired by Würth in 2004.
While Mepla-Alfit has a long-standing history of innovation and brand-name recognition, it was determined that the Grass name enjoys a higher profile in the market. According to a letter issued by Grass America to its customers, “Following extensive market research and in-depth discussions with customer and partners, it clearly emerged that the Grass brand stands for innovation and quality worldwide, and for many renowned customers this was the deciding factor when entering into partnerships with the company.”
All Mepla-Alfit products are to be incorporated into Grass by the end of 2008. The sales and marketing areas will be merged with Werner Bosch, chief sales officer, taking charge of sales and Chuck White, COO, handling marketing.
It was also announced that Würth recently purchased the Hetal Group, a German manufacturer of corner carousel mechanisms, flap fittings, hinges for office and institutional furniture and cabinet suspension systems. Pending approval by antitrust authorities, Hetal’s products will also be offered under the Grass name.
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