Huntsman Advanced Materials (Europe) BVBA, owner of Araldite®, the UK market leader in epoxy adhesives, announces a new strategic distribution partnership with Velcro Limited for the UK market. The contract was finalised this week and Grocery multiple and independent retailers can now place orders for 2012 deliveries.

Huntsman has taken this new direction as part of a major investment in the Araldite® brand. The company’s strategic plan is to enhance the value of the Araldite® range, as well as improve service and build profit for retailers across all channels of the market. Production of the Araldite® range will remain in the UK, which is an important strength of the brand.

Andy Pace, UK Commercial Leader at Huntsman says: “Araldite® has a long and proud heritage in the UK. We are committed to keep manufacturing here, as we believe consumers and retailers feel most confidence in those brands which they trust to maintain the highest levels of quality in the production process.” He adds: “Like Araldite®, the VELCRO® brand has driven growth into the market through innovation and we are very impressed with the expertise and quality of the team behind this world famous brand. In addition, they displayed enormous enthusiasm and commitment to our plans for growth. Their experience in distributing market-leading brands and supporting category leaders will be essential to the future of the Araldite® brand.”

Velcro Europe Consumer Manager Trudie Johnson adds: “Araldite® is a great strategic fit for us as a distribution partner. The Araldite® and Velcro® brands both enjoy very high levels of trust and confidence from the consumer and the trade; this is because of our brand values and the quality of our products and service. The current commercial environment is very challenging, so the market expects more support and greater innovation. Our sales network and customer support is well-placed to offer the grocery and forecourt trade everything that they expect from market-leading brands. Today’s consumer wants cost-effective and long-lasting, high quality solutions to everyday tasks, our brands understand that challenge, and will deliver that strength to retailers.”


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