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April 2022

elero: orange becomes blue


elero: orange becomes blue

elero makes strategic realignment more visible with a new company logo. Orange becomes blue, and the addition “a Nice company” is replaced by “Sun Shading Solutions Nice”. In this way, elero is making its strategic realignment more visible to the outside world. Inge Rappold, elero Head of Marketing, says: “The demand for modern sun protection solutions has risen continuously in recent years. As a result of this development, we have increasingly bundled our forces with our parent company Nice over the years and have become a specialist in sun protection within Nice. So, we offer products and solutions from both brands: elero and Nice. And it is precisely this promise that we have incorporated into our new logo.”


Quality and innovation

elero is thus officially what the company has represented for some time: the “Sun Shading Solutions” reference within the Nice Group. The new color and the addition confirm two things: the experience of elero as a traditional German company and the strength of Nice as a global player. “We continue to stand for innovations and quality made in Germany and continue to attach great importance to a partnership-based cooperation with the specialist trade. At the same time, this bundling of know-how drives product innovations, as the example of Yubii Home shows,” says Inge Rappold. The new Yubii smart home system is a complete solution for specialist partners that goes beyond the mere automation of sun protection. The gateway is compatible with many elero and Nice products – and with more than 3000 devices from other brands. This gives retailers more options to offer their customers integrated and tailor-made solutions that come from a single provider.


Sustainable conversion

elero will make the conversion of all materials step by step, also for reasons of sustainability, as Inge Rappold explains: “We will use all remaining documents and advertising material until they are used up, as sustainability is a declared goal of Nice and of course is also close to our hearts.” The new general catalogue has already been created in the new design and the website has also been renewed. In the middle of the year, elero will provide its partners with modular point of sales solutions with a new look.


Strong performance of the entire group

For Juan Pablo Boz, Chief Marketing Officer at Nice, the new branding is also an important step for the entire Group: “With the new branding, Nice confirms the changes developed in recent years. The company was founded almost 30 years ago and has grown significantly since then, both geographically and with an expanded product range. In the interests of clear recognition and a uniform appearance, we have revised our branding and are pleased that our strengths are now also reflected in the logos of our local subsidiaries.”