Roberlo Renames to Briolf Coatings

Briolf, an industrial group specializing in the manufacture of coatings, adhesives, and other chemical solutions for a wide range of industrial sectors, is moving forward with its international consolidation strategy through a new corporate identity model. 

As of September, Roberlo S.A.U. will change its legal name to Briolf Coatings S.A.U., aligning its corporate name with the group’s global structure and strategy.

Briolf organizes its activities into three major business divisions: Coatings, Aerosols, and Bonding, which address the needs of different industrial sectors and applications.

The change is part of a corporate reorganization process through which Briolf aims to strengthen its identity as an industrial group, increase its visibility in international markets, and make its scale and capabilities within the industry more widely recognized.

“If we want to increase our impact and generate greater value across the different sectors and markets where we operate, we need to increase our visibility and align our current scale with our recognition as a group,” says Briolf’s management team. “To achieve this, we need a more coherent, solid and recognizable brand model that makes it easier for the industry to identify Briolf as a leading industrial and technology player.”

The change in legal name will not result in any changes to the company’s activities, ownership or commercial relationships with customers and partners. The company will continue to operate as usual and will retain its existing industrial, technological and commercial capabilities.

Likewise, the Roberlo brand, with more than 55 years of history and a strong international position in the car refinish sector, will retain its identity and commercial strategy in full.

The new structure is designed to provide a clearer distinction between the two levels of the organization: on the one hand, Briolf as the corporate brand and industrial group, encompassing its capabilities, technology, talent and vision for the future; and on the other, its specialized commercial brands, including Roberlo, focused on specific markets and applications.

“The company’s name is changing, but our essence and values remain the same,” explains Briolf’s management team. “Roberlo will continue to be the brand through which our customers and the market recognize us, and it will continue to operate with the same value proposition.”

The evolution of Roberlo’s corporate name is also part of a broader process to update Briolf’s corporate identity. The group has undertaken a comprehensive renewal of its corporate image, which will be progressively implemented across its different companies and sites over the coming months.