As part of portfolio optimization, Styrolution Europe restructures styrenics product lines for 2013

05-Nov-12
Styrolution Europe has restructured and reclassified its styrenics product ranges in order to optimize its portfolio. The company’s current portfolio is comprised of key styrenic assets inherited from its heritage companies, BASF SE and INEOS Industries. In order to offer customers a clear choice in product solutions and to reinforce its market position by focusing on core products, Styrolution has made a strategic decision to reclassify and harmonize product ranges into a unified product portfolio. With over 80 years of experience in styrenics, Styrolution has developed two business models to address its customers’ distinctive requirements, grouping its portfolio offering into two categories: The Styrolution Specialty product range consists of clear and opaque copolymers and specialty acrylonitrile butadiene styrene (ABS) grades. Characterized by a high level of product customization and innovation, Styrolution Specialty products are known for their unique properties developed for specific market applications, such as high-performance, pre-colored solutions. Styrolution Standard products are commodities like styrene monomer, polystyrene and standard ABS. These are typically robust and highly versatile workhorse grades for which customers expect competitive pricing and consistent quality with the reliability and supply efficiency of a global and regional supplier. Since the start of the joint venture one year ago, Styrolution has offered grades marketed under various brand names inherited from its pedigree companies. Building on the strengths of its heritage portfolios, Styrolution will harmonize brand names for selected product lines. The following changes to brand names will become effective January 1, 2013: * All polystyrene products are now marketed under the new brand name Styrolution® PS, replacing the former Polystyrol and Empera® brands * All Standard ABS products will be marketed under the brand name Terluran® * All Specialty ABS products will be marketed under the brand name Novodur®, replacing the former Terluran and Lustran® specialty brands *All SAN products, will be marketed under the brand name Luran®, replacing the former Lustran SAN brands * The ABS and polyamide-based thermoplastic polymer blends, Terblend® N and Triax®, will be consolidated and marketed under the brand name Terblend N Branding for the remaining specialty copolymers and blends will remain unchanged. Furthermore there will be no changes to the product grade nomenclature, with the exception of polystyrene in the Europe, Middle East and Africa and Mexico. The changes will take effect from January 1, 2013.
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