New name, new look, new strategy for the future: Based in Bünde, Germany, HORA-Werk GmbH has taken on a new name and identity as HORA eTec GmbH. The machined components and electrical engineering parts manufacturer has embarked on a new chapter in its company history. HORA eTec has been marking its transition to a system supplier for electrical engineering in a new corporate design after the Leipold Group sold the company towards the end of last year. The company anticipates high growth potential in its core industry segment.
“First, the new corporate design will seal our transition into full independence,” says HORA eTec CEO Dirk Niestrat. “On the other hand, we will be making it clear that we no longer only manufacture on contract as the old name suggests (Werk meaning factory), we are repositioning ourselves as a system supplier in electrical engineering.”
The company will be retaining its core brand with the distinctive signal-and-circle logo to maintain worldwide awareness for the brand’s high reliability in the supply chain. The eTec part of the name refers to the company’s core specialisation in electrical technology. Red was selected as the new corporate colour as a highly visible departure from the company’s old corporate design and blue HORA-Werk GmbH logo. The new logo with its uncomplicated design aims to reflect innovation, sustainability and practicality.
Best-cost solutions for parts from a one-stop shop
HORA eTec is as ambitious at pursuing its growth targets as it is at driving its own transition. There will be more manufacturing partnerships for machined parts in addition to the existing partnerships in India and China. “We will be serving our customers with more best-cost solutions from a one-stop shop,” says Niestrat. The company will be working with global partners in producing parts no longer financially viable in European production while still maintaining the high European quality standards.
Electrical components show particularly high potential for growth at the company’s headquarters in Bünde. HORA eTec will be promoting expansion in its international distribution network, while keeping to a high level of certification according to VDE, IEC, UL, FI or CSA standards in products destined for various markets. Last year alone saw turnover from electric components increase by almost a quarter.
HORA eTec exhibited under its new name at the Hanover Trade Fair for the first time in 2018, the system supplier exhibiting new electric terminals as well as further development on its existing product lines. HORA eTec will be exhibiting in Hall 12, Booth E62 on 23–27 April in Hannover.