Vancouver-based JET Group (Jet Equipment & Tools) recently announced it has rebranded the company as SureWerx, effective March 1.
The company said the new name and identify represents a change in the brand and embodies "a new promise" to its distributors and end users. SureWerx said the change opens the door for further global expansion beyond its traditional geographical markets.
"This is more than just a brand name change; this enhances our ability to deliver on our promise to our customer to always find a better way," said SureWerx CEO Chris Baby. "Rebranding JET Group to SureWerx is another evolutionary step in our corporate culture, allowing us to integrate confidence and safety in all that we do."
Baby was announced as the company's CEO on Tuesday, having previously served as president and COO.
"Chris is a proven leader who has inspired confidence in all the stakeholders at SureWerx, while increasing the breadth of our product offering, managing several acquisitions, recruiting a number of seasoned executives, and positioning the company in North America on a more solid and resilient platform with which we can go forward confidently and aggressively," said Robert Blair, chairman of the board for SureWerx.
SureWerx supplies professional tool, equipment and safety products, marketing its products in Canada under the JET, Strongarm, ITC, STARTECH, Pioneer, Ranpro, PeakWorks, and Sellstrom brands, and in the United States under the American Forge & Foundry, Pioneer, Ranpro, PeakWorks, and Sellstrom brands.