The standard lifting equipment operations of KCI Konecranes has been reorganised to clarify the market positions of its subsidiaries that do not use the Konecranes brand. Verlinde in France, MAN SWF Krantechnik in Germany and R&M Materials Handling in the USA have been moved into a new business called Branded Products.
These companies work with independent dealers and crane builders which are often seen as competitors to local Konecranes operations. The company said that the reorganisation would “strengthen the independence of the three companies and they will create scale benefits in marketing, product development and differentiation as well as engineering”.
Within the new business group, SWF and R&M will concentrate on heavier, specification-driven product ranges.
Verlinde will take special responsibility for lighter, distribution-driven products.
The Branded Products group is headed by Pekka Heikkonen, who joins from Sandvik Mining & Construction in the USA. He was previously president of Tamrock Construction in Finland. The Verlinde Company and Distributed Products operations are headed by Jean Maxime Guhur in France. Fabio Fiorino was appointed president of R&M, based in Springfield Ohio, USA, in June this year.
Konecranes president and chief executive officer Stig Gustavson said: “On paper, this move changes very little in our organisation. However, on the markets there will be significant effects. Until now the three companies have sought synergies with other local Konecranes companies. This has been problematic, as the Konecranes companies are often viewed as competitors by the SWF, R&M and Verlinde customers. By distancing the Branded Products business group from the Konecranes brand, the companies will be in a better position to improve on their customer relations.”
