folder Filed in Rebrands
Elevating Brand Reach: From Local to Global
By Tsani Gramatikova access_time 4 min read

In a logical step following its acquisition by Glamox Group, ES-SYSTEM sp. z o.o. has changed its name and company brand to Glamox sp. z o.o to align with its holding company. This change underscores the growing power of the Glamox brand, the development of Glamox’s Polish business, and its commitment to continued growth in Poland. ES-SYSTEM is the third Glamox company to change its name and rebrand in recent months. Glamox Luxonic in the United Kingdom and KĂĽttel in Switzerland adopted the Glamox company branding on 3 April and 22 May 2024, respectively. 

Established in 1990, ES-SYSTEM provides quality, energy-efficient LED luminaires, including connected luminaires and light management systems. These products and systems are aimed at professional and commercial buildings such as offices, industrial buildings, warehouses, schools, universities, retail stores, and hospitals. Today, Glamox sp. z o.o. employs around 700 people in Poland and has its headquarters in Krakow, with nine sales branches nationwide and a European distribution and logistics centre in Poznań.

We are excited about this development, which signifies a new name and the continued strengthening and support of our offerings. The branding reaffirms our commitment to our customers and helps strengthen our local presence with an expanded portfolio backed by the global expertise of the Glamox Group. Our focus is on our customers, and we will continue to be their trusted partner, providing the same local team, commitment to quality, and personalised support that they’ve always enjoyed.

RafaĹ‚ Dorywalski, Commercial Director at ES-SYSTEM, in a company’s statement 

Poland plays a crucial role within the Glamox organisation, accounting for around one-third of our employees globally. Since August 2023, all newly developed ES-SYSTEM products have been branded Glamox. The ES-SYSTEM brand will continue to be used for existing branded products but will eventually disappear over time. The change of the company branding was the next logical step. Awareness of the Glamox brand has grown significantly in the past few years, and we seek to fully leverage and maximise this globally. ES-SYSTEM is the third Glamox company to change its name and rebrand in recent months.

Nina Hol, Chief Marketing and Communications Officer for the Glamox Group, in a company’s statement 

As part of the Glamox Group, Glamox sp. z o.o. has long shared the same commitment to excellence and innovation, with high levels of quality and sustainability across its product range.

Glamox is a leading Norwegian lighting company that develops, manufactures, and distributes professional lighting solutions for the global market. The company was founded in 1947 by the Norwegian civil engineer, scientist, and inventor Birger Hatlebakk after experimenting with electrochemical processes. He discovered a method for electrochemical surface treatment of aluminium, which he called glamoxation (from the Norwegian words glatt-matt-oxydert). Initially used for various industrial purposes, this process led to the founding of Glamox when Hatlebakk realised it could be used to manufacture efficient aluminium reflectors for powerful luminaires.

Glamox has expanded through several acquisitions in various geographical markets and segments in recent years. Glamox has manufacturing sites in Norway, Canada, China, Estonia, Germany, Poland, Sweden, and the UK, with sales locations in Europe, Asia, and North America. Glamox brands include Aqua Signal, ES-SYSTEM, KĂĽttel, LINKSrechts, LiteIP, Luminell, Luxo, Luxonic, Norselight, and Wasco.

All companies in the Glamox portfolio operate under the Exact Brand Match (EBM) domain name, a significant upgrade for ES-SYSTEM, which used to operate on a local extension domain name Operating on a local extension domain like .pl can limit your website’s global reach and recognition, potentially reducing international traffic and visibility. On the other hand, EBM domains can significantly enhance brand visibility, credibility, and global appeal, making it easier for customers worldwide to find and trust the website.

In today’s competitive online market, a premium domain name can set your business apart from the competition. Don’t settle for a compromise  – contact us to explore the many benefits of premium domain names and how they can help your business grow.

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