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Roberlo renames to Briolf Coatings as part of international consolidation strategy
The Spanish industrial group Briolf is renaming its legal entity Roberlo S.A.U. to Briolf Coatings S.A.U. as part of a broader corporate reorganisation. The Roberlo commercial brand, with over 55 years of history in the car refinish sector, will be retained in full.
Briolf, an industrial group specialising in the manufacture of coatings, adhesives, and other chemical solutions for a range of industrial sectors, has announced a change to its corporate identity. As of September, its subsidiary Roberlo S.A.U. will be renamed Briolf Coatings S.A.U., aligning the legal entity with the group’s global structure. The Roberlo commercial brand will, however, remain unchanged.
The group organises its activities into three business divisions: Coatings, Aerosols, and Bonding. The renaming is described as part of a corporate reorganisation process through which Briolf aims to strengthen its identity as an industrial group, increase its visibility in international markets, and make its scale and capabilities more widely recognised across the industry.
Corporate brand structure clarified through reorganisation
According to the company’s management team, the new structure is designed to provide a clearer distinction between the two levels of the organisation. Briolf will function as the corporate brand and industrial group, encompassing its capabilities, technology, talent, and strategic vision, whilst its specialised commercial brands — including Roberlo — will remain focused on specific markets and applications.
“If we want to increase our impact and generate greater value across the different sectors and markets where we operate, we need to increase our visibility and align our current scale with our recognition as a group,” says Briolf’s management team. “To achieve this, we need a more coherent, solid and recognisable brand model that makes it easier for the industry to identify Briolf as a leading industrial and technology player.”
Roberlo brand identity and commercial operations unchanged
The company has confirmed that the legal name change will not result in any modifications to its activities, ownership, or commercial relationships with customers and partners. The Roberlo brand, which carries more than 55 years of history and holds an established international position in the car refinish coatings sector, will retain its identity and commercial strategy in full.
“The company’s name is changing, but our essence and values remain the same,” explains Briolf’s management team. “Roberlo will continue to be the brand through which our customers and the market recognise us, and it will continue to operate with the same value proposition.”
The renaming is also part of a broader update to Briolf’s corporate identity. The group has undertaken a comprehensive renewal of its corporate image, which will be progressively implemented across its different companies and sites over the coming months.
