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AXA Opens New HQ and Presents New Corporate Identity

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Last Friday, Dutch maker of locks and lighting components, Axa Stenman, opened its new HQ in Veenendaal, the Netherlands. Next to the new and partly renovated facility which was showed to numerous guests; also the new AXA brand was presented by CEO Peter van Vlijmen (photo). “AXA:

VEENENDAAL – Last Friday, Dutch maker of locks and lighting components, Axa Stenman, opened its new HQ in Veenendaal, the Netherlands. Next to the new and partly renovated facility which was showed to numerous guests; also the new AXA brand was presented by CEO Peter van Vlijmen (photo).

“AXA: Unlocking the future.” With this motto Van Vlijmen introduced the new umbrella brand name AXA. "AXA has the X in the middle, which represents the intersection between innovation and product development on the one hand, and the demands and needs of our customers and consumers on the other," he said. This brings AXA, according to Van Vlijmen, back in the innovation race, which among others has been translated into several innovation awards (Bicycle Innovation Award, Eurobike Award and Red Dot Design Award).

With AXA as powerful and unique brand, the names Basta and De Woerd are dropped as separate brands. Simultaneously, a new corporate identity is introduced with the AXA name in silver and black, as well as a new range of Aftermarket packaging which is to enter the shops soon.

Next to the new HQ and brand CEO Van Vlijmen also pointed out that the component maker opted for a new business structure. He said: “In order to facilitate further growth we are now operating with two business teams (for bike components and for builders hardware) which incorporate marketing, product development and sales. This approach brings AXA closer to its the two core markets and turns it from a production-driven into a customer focused company.”

 

 

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