The ASSA ABLOY brand journey

Since our foundation in 1994, ASSA ABLOY has been on an interesting journey. Over the past decade, we have grown from being a regional manufacturer of locking products to an international group. This growth has mainly been driven through acquisitions.

A consequence of these acquisitions is our portfolio of local and global brands which is one of our most valuable assets. These brands are an important part of our business strategy, which gives us the opportunity to:

• combine global strength with the advantage of local presence and understanding
• offer our customers door opening solutions that perfectly fit their current and future needs
• bring forward more than 300 years of experience within our local companies, while as a young group, still have a fresh view of the world
• blend together traditional products with innovative technology
• provide international clients with products developed to meet global standards
• offer an inspirational brand promise that is well anchored in our current business but future oriented

With ASSA ABLOY as our Master Brand and the global message carrier for the Group, together with the established equity of our Product brands, we draw from our combined strengths, accurately reflecting our business strategy. ASSA ABLOY is becoming a strong, visible brand – the global leader in door opening solutions.

Today, the ASSA ABLOY brand, together with our product brands, adds richness and depth to our global and local offerings. Simultaneously, we are strengthening the ASSA ABLOY message as the true solutions provider.

By providing for the safety, security, and convenience of our customers, we help to create more freedom in their lives.  And we sum up this message with our brand idea, “Unlock Your Life”.