New Name for Saint-Gobain Technical Fabrics

June 15, 2011
Companies

Screen mesh supplier Saint-Gobain Technical Fabrics has changed its name to Saint-Gobain AdFors. The manufacturer of New York Wire screening set out to develop a new name that reinforces its strength and position in the industrial and construction markets, officials note.

Created using an international agency that specializes in developing global brand names, the name is based on the root words "ad" (to add, to join, to combine), and “fors” (force, reinforcement). Together, AdFors means to “add reinforcement” to a building or product, it is noted.

"We look forward to building brand equity with the new name by offering best in class service and excellent product innovation,” says Rudi Coetzee, GM for Saint-Gobain AdFors America, Inc. “The new AdFors name provides us the opportunity to really build a strong brand backed by the globally recognized Saint-Gobain.”

In addition to insect screening and accessories, the company manufactures reinforcement fabrics used in drywall, wall coverings, pavement and other applications.