Sarel, the specialist manufacturer of sealed equipment in the electrical enclosures sector, will be changing its name later this year.
Sarel, the specialist manufacturer of sealed equipment in the electrical enclosures sector, will be changing its name later this year.
Having been acquired by the Schneider Electric Group in 1991, Sarel will now come in line with the holding company’s strategy of unifying its almost 120-strong brand lineup under the Schneider Electric brand. Through a planned, managed and assisted programme, local Sarel distributor Elen Electrical Enclosures aims to do everything possible to make the transition process as short and painless as possible.
Elen was born in 1982 when Sarel enclosures were for the first time introduced to South Africa by then managing director, Jary Kapral. Since those early days, Elen has grown into one of the enclosure market leaders, with a reputation for service excellence and quality products. The Sarel brand has formed the principle scope of supply for Elen since the beginning, and remains so today.
Elen is adamant in reassuring its customers that the brand change will be in name only, and that it will have absolutely no impact on the products themselves, which will physically remain as they are, designed and manufactured to the same exacting standards expected of Sarel, and indeed those of Schneider Electric.
The products will continue to be imported and distributed by Elen, who remain the official sole importer and Schneider Electric channel partner for the distribution of Sarel enclosures in South Africa. As enclosure specialists with 27 years’ experience with Sarel and a strong customer base, including a nationwide network of distributors, Elen is optimistic about the future prospects of the new brand name.
According to newly appointed managing director of Elen, Andy Kapral, “For us, this name change is a key to the door of new opportunities, and product quality and service excellence are the hinges on which it rests. At Elen Enclosures, we certainly know a thing or two about these two factors, and I think our customers would vouch for that.”
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