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Kamstrup rebrand global growth strategyDanish metering giant Kamstrup has kickstarted 2015 with a rebrand as part of a global growth and identity strategy.

The provider of electricity, heating, cooling and water measurement products unveiled this week a new corporate logo, which the company is calling a "significant new look".

Talking about the new red-on-white logo, Per Asmussen, CEO of Kamstrup, said: "Kamstrup has undergone major changes in the last 10 years.

"The new visual identity mirrors the Kamstrup of today and the ambitions we have for the future."

Global expansion

Mr Asmussen elaborated that the new identity is the "first important step to building a strong brand" and moving from a strong position in local markets to expanding globally.

The company said in a statement that 80% of its business now comes from export markets and it has offices in 23 countries.

At year end 2014, it had closed a "large number of orders" both locally and internationally and the company has made bids for a number of major projects in 2015.

In November 2014, Metering.com reported that Kamstrup was one of several Danish companies that presented at a water sustainability seminar last month in China in a bid to win a share of US$294 billion investment in smart water solutions.

Shift to solutions provider

Asmussen also used the corporate rebranding to highlight how Kamstrup has moved beyond being a meter manufacturer to being a full service provider.

In September 2014, the company invested DKK 10 million (US$1.7 million) in a new test centre for radio frequency in a bid to develop new solutions.

And in October 2014, the wholly owned entity of Danish energy company OK acquired the application eButler, a visualization tool for water and energy consumption.

Kamstrup achieved sales of €173 million (US$238 million) in its 2013 year-end results, up 3% growth year on year.