‘gelcompany’ becomes new global brand of Fluorotechnics

03-Feb-2009 - Australia

Fluorotechnics Limited is changing its trading name and product branding to gelcompany. gelcompany is the new trading name for selling products from San Francisco-based The Gel Company, German-based Elektrophorese-Technik GmbH (ETC) and Australian-based Fluorotechnics. Fluorotechnics acquired The Gel Company in 2008 and ETC in 2007. Using one umbrella brand across three companies and over 300 products will help build goodwill, rationalise operations and cut costs.

“Combining the trading and brand names for the three parts of the enterprise reflects the orientation to provide complete solutions rather than off the shelf products from different companies in different countries,” said Dr Duncan Veal, CEO of Fluorotechnics.

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