ASSA ABLOY brands and identity

Our world is constantly changing and the way we protect ourselves is evolving. While safety and security remain essential, openness and convenience are increasingly important to our customers.

We apply intelligent technology to our products and solutions ensuring our customers are in control, can unlock their potential and capture opportunities. ASSA ABLOY has over 100 brands and a market leading position in areas such as mechanical and electromechanical locking, digital locks and keys, hotel security, pedestrian and industrial door automatics, access control and identification technology. 

Brand strategy

Through its many acquisitions the ASSA ABLOY group has incorporated a variety of individual, well-known brands that are established in local knowledge, regulations and security standards. The Group has grown to have the world’s largest installed base, while increasing the visibility of the ASSA ABLOY master brand, which unites the Group’s sales departments and represents innovation, leading technology and total door opening solutions.

We combine both the ASSA ABLOY master brand and the individual product brands logos to show the relationship between the local brand and the added security and stability of ASSA ABLOY’s global scale. 

Our master brand is complemented by four global brands – all leaders in their respective market segments. These brands are HID in access control, secure card issuance and identification technology, Yale in the residential market, Mul-T-Lock for locksmiths, and ABLOY in high-security locks for the utility segment.

The Group also has non-endorsed product brands, such as Entrematic, Flexiforce and JPM. These brands are known for their leading competence in specialty products and service or being a market channel justifying their own brand strategy.

Our brand strength

  • We combine global strength with local presence and understanding.
  • We offer our customers door opening solutions that perfectly fit their current and future needs.
  • We have 300 years of experience within our local companies, but, as a young group, we still have a fresh view of the world.
  • We blend traditional products with innovative technology.
  • We provide international clients with products developed to meet global standards.
of our products are sold under the ASSA ABLOY brand or co-branded with strong local brands.