CRAMER NAME TO BE PHASED OUT IN EUROPE

Cramer is to be phased out as a brand in Europe, with its professional equipment business becoming Greenworks Commercial from January 2027.

The move is being described by the manufacturer as a new chapter for its professional battery-powered equipment operation, bringing its expertise under a single global brand.

John McGrady, country director UK & Ireland, told Service Dealer, "Just to be clear; we are still Globe Technologies, but we are transitioning the brand Cramer to our other brand Greenworks."

The transition will take place progressively, with Cramer and Greenworks Commercial co-existing during the changeover to ensure business continuity for dealers and professional users. The company says full product availability, existing warranties, technical support, dedicated sales contacts and customer service will continue throughout the transition.

It has also stressed that the change will not alter the foundations of the existing Cramer offering, with Greenworks Commercial products continuing to be built around the same engineering standards, battery technology, manufacturing quality and service support.

For dealers, the manufacturer says the move will bring an enhanced package of commercial and marketing resources. These will include international marketing campaigns, expanded social media and digital content, lead-generation initiatives, enhanced commercial support and access to shared international marketing resources.

The rebranding will also coincide with an expansion of the professional product portfolio, with entirely new product categories planned for 2027 and 2028. The company says it will increase investment in research and development as it continues the transition towards 100% battery-powered professional equipment.

Artificial intelligence, robotics and connectivity are also identified as areas for increased investment, while the Greenworks Pro PowerAll 24V professional power tool range will be expanded.

The company says bringing its professional expertise together under the Greenworks Commercial name will allow it to coordinate its international offering more effectively and provide dealers and professional users with a broader range of products and applications.

Commenting on the move, founder and chairman Yin Chen said the decision was about more than a change of logo, describing it as a way of strengthening the company's ability to innovate, invest and support its partners worldwide.

The manufacturer says its objective is to ensure a seamless transition for dealers and professional users, while building Greenworks Commercial into a global professional brand.