To enhance customer service, REEL has decided to operate as a business unit by application markets.
This organizational logic is coupled with a strong presence in North America with the acquisition of REEL ALESA and the creation of REEL USA. REEL ALESA is a material handling solution provider primarily in the aluminum industry. REEL USA provides material handling services and solutions tailored to the aeronautics, nuclear and hydropower industries.
A new name, a new logo
To ensure consistent brand identity and create a clearer link with REEL, COH Inc. has become REEL COH Inc. COH’s historic logo remains similar to the current logo. It has been combined with the REEL logo used throughout the world in order to create the new REEL COH logo.
REEL was very involved in the implementation of this new plant, supplying the Barque 11/12 chain.