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Birth of IGEAX, business brushware for leaders
Aricasa, a leading manufacturer of professional brushware operating in the sector for over 80 years, is looking to the future and becoming IGEAX - new brand identity that combines tradition and innovation… the result of an improvement that represents the excellence of brushware made in Italy.
“IGEAX is the result of the wish to reflect in its name the evolution towards a global transformation, through the elaboration of a new brand identity, which has led to a new naming, a new logo and a new pay-off,” says Gianluca Bignotti, CEO of IGEAX.
“The brand changes, but management, values and people remain the same. IGEAX embodies innovation, the core of growth in rapidly evolving markets, while retaining the experience and expertise of a historic company that has achieved steady, solid and sustainable growth over time.
“IGEAX is a leader that knows the needs of leaders and focuses on its customers every day, offering them the best solutions. The new brand changes the industry's typical communication paradigm: from product to result, from technical features to direct and indirect benefit, from a wide and generic range to a portfolio of customised solutions that reflect technical innovation, Italian creativity and decades of experience.
"The new claim ‘Leading the cleaning’, embodies our mission: to design, test, produce and customise professional brushware, simplifying cleaning processes while maximising effectiveness. With a strong tradition at its back, the new company is ready to face the challenges of the market with innovative result-oriented solutions."
Everything will be officially announced on 1st September 2021, prior to the Pulire – Verona exhibition which will take place from 7th to 9th September 2021, at which IGEAX will be launched to customers and visitors.
2nd September 2021