Move Marks a New Step in the Company’s Global Branding Strategy
ST. LOUIS, April 30 — Sigma-Aldrich (Nasdaq: SIAL – News) today announced the full integration of its Riedel-de Haen® Laboratory Reagents into its core product brands effective May 1, 2008 (http://www.sigma-aldrich.com/rebranding).
“We have created a strong international presence with our products and services,” said Josef Zihlmann, Global Vice President of Marketing and Sales for the Research Specialties and Research Essentials business units at Sigma-Aldrich. “We can best serve our customers with a streamlined product range under a reduced core group of brands with global recognition.”
Zihlmann continued: “The Riedel-de Haen products will still be available to customers, and will be distributed through the Fluka brand. Both Fluka and Riedel-de Haen products share not only a European heritage, but are also recognized in the market for their high quality. We will also maintain trade names for product groups such as Hydranal® Karl Fischer Reagents (http://www.sigma-aldrich.com/hydranal). These products will appear with the Fluka logo on the label.”
Serving the Company’s research and laboratory customers, Sigma-Aldrich markets its products under the Sigma®, Aldrich®, Fluka® and Supelco® brands. These are now used for products in the fields of Life Science, Chemistry, Analytical Reagents and Chromatography. Many products for general use in all laboratories are distributed under the Sigma-Aldrich label.
Riedel-de Haen laboratory reagents have been part of the Sigma-Aldrich offering since being acquired in 1997. They are manufactured at a facility in Seelze, Germany, and other European locations.
“The former Riedel-de Haen-branded products will continue to be manufactured in our own production units in Seelze as well as purchased from qualified producers,” said Dr. Hans-Joachim Merrem, site manager. “It is important that we maintain the high quality and reliable service that our customers have come to expect of us. We enjoy a strong reputation internationally, and we have invested in sophisticated production, quality management and distribution infrastructure at the Seelze site. Although we are changing the brand under which the products are marketed and distributed, we will continue to ensure that this reputation remains the same.”
About Sigma-Aldrich: Sigma-Aldrich is a leading Life Science and High Technology company. Our biochemical and organic chemical products and kits are used in scientific and genomic research, biotechnology, pharmaceutical development, the diagnosis of disease and as key components in pharmaceutical and other high technology manufacturing. We have customers in life science companies, university and government institutions, hospitals, and in industry. Over one million scientists and technologists use our products. Sigma-Aldrich operates in 36 countries and has 7,900 employees providing excellent service worldwide. Sigma-Aldrich is committed to Accelerating Customer Success through Leadership in Life Science, High Technology and Service. For more information about Sigma-Aldrich, please visit our award-winning website at http://www.sigma-aldrich.com.
Cautionary Statement: This release contains forward-looking statements relating to strategic actions and initiatives and similar intentions and beliefs and other statements regarding the Company’s expectations, goals, beliefs, intentions and the like, which involve assumptions regarding the Company’s operations and conditions in the markets the Company serves. The Company does not undertake any obligation to update these forward-looking statements.
Sigma, Aldrich, Fluka, Supelco, Sigma-Aldrich, Riedel-de Haen and Hydranal are trademarks of Sigma-Aldrich Biotechnology LP and Sigma-Aldrich Co.