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Wajax Rebrands

The company revealed its new brands earlier this fall.


December 14, 2011
By Aggregates

Wajax Corporation, a leading distributor and service provider for
equipment, industrial components and power systems, unveiled new brands
for its three key divisions in mid-September, further strengthening the
Corporation’s national identity.

Wajax Corporation, a leading distributor and service provider for equipment, industrial components and power systems, unveiled new brands for its three key divisions in mid-September, further strengthening the Corporation’s national identity.

“The Wajax name has stood for superior products, excellent service and competitive pricing for over a century and a half. With personnel and branches in every province, the Wajax name is synonymous with quality,” said president and CEO Neil Manning, unveiling logos for the newly named Wajax Power Systems, Wajax Industrial Components and Wajax Equipment.

“By bringing all three divisions under one common brand name, customers, suppliers and vendors will be able to appreciate the Corporation’s size, strength, and integrated approach to business.”

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The rebranding initiative also supports the $1.1 billion-plus Corporation’s ability to continue to attract the industry’s leading personnel through ongoing recruiting and retention strategies.

The newly rebranded divisions include:
Wajax Power Systems – This division combines Waterous Power Systems, DDACE Power Systems, and the recently acquired Harper Power Products. Its 28 branches distribute engines, transmissions and related products.

Wajax Industrial Components – Formerly known as Kinecor and its Peacock division, this division’s 58 branches distribute, service and repair industrial components including bearings, power transmission parts, hydraulics, process equipment and automation technologies.

Wajax Equipment – Wajax Industries receives this updated brand name throughout its 31 branches, which reflects the division’s role as the nation’s largest multi-line distributor of equipment.

“Beginning today, the Wajax name and logo will be an even more prominent part of Canada’s most important sectors: industrial/commercial, mining, oil sands, construction, oil and gas, transportation, forestry, government and utilities, and metal processing,” Manning said at a press conference held near Toronto.

The rebranding initiative will be completed before the end of 2011.