Victor Technologies Realigns Brand Portfolio

Co-branding strategy intends to reinforce Victor as a leader the advancement of cutting and gas control solutions.

Victor Technologies (St. Louis, MO) has realigned its brand portfolio to position Victor as the lead brand for cutting and gas control products. “With all cutting processes unified under the Victor brand — and a combined 200+ years of technology advancements — we offer the most advanced array of cutting solutions in the market,” says Martin Quinn, the chief executive officer of Victor Technologies.

The company’s line-up now consists of:

• Victor Thermal Dynamics, which encompasses manual and automated plasma cutting systems.
• Victor TurboTorch, which includes air-fuel products for brazing and soldering.
• Victor Arcair, which represents manual and automated gouging systems.
• Oxy-fuel cutting and gas control equipment remains branded as Victor.

The Victor announcement is part of the company’s strategy to leverage the strength of its diverse brand portfolio and enhance its position as an innovative provider of cutting, welding and gas control solutions. Visitors at FABTECH, the industry’s premier event in Las Vegas on November 12-14, saw examples of the new branding that included updated brand marks and new product packaging.

Victor Technologies demonstrated their commitment to design and manufacture innovative new products with the showcasing of the Victor Thermal Dynamics iCNC XT Controller, added through the acquisition of Robotronic Oy and ProMotion Controls earlier this year. The iCNC XT brings intelligence to the cutting table and enhances Victor Thermal Dynamics position as a comprehensive solutions provider in automated plasma cutting. The “intelligence” inside the iCNC XT enables the end user to optimize cut quality and speed at a lower cost per cut, regardless of their plasma cutting and programming experience.

The Victor oxy-fuel cutting portfolio was also strengthened with the addition of the Victor 400 Series oxy-fuel torch. It incorporates end-user driven features that include a new contoured handle for superior ergonomics, an in-head universal gas mixer that improves the operator’s view of the cutting path and color-coded knobs for ease-of-use and enhanced safety.

TWECO BRAND REFRESHED
In addition to its cutting brands, Victor Technologies also unveiled an updated Tweco brand logo and prototypes of new packaging for its line of MIG welding guns, accessories and consumables. “The Tweco brand has a long and trusted relationship with end users, and we updated the look and feel not only to pay tribute to that heritage, but also to welcome a new generation of welders to the brand,” said David Wilton, the vice president of brand management for welding products at Victor Technologies.

A COMPANY TRANSFORMATION
In May, Thermadyne Industries Inc. changed its name to Victor Technologies International Inc. “This announcement was more than just a name change,” says Quinn. “It marked the start of the transformation of the company and a return to our roots. Victor is our strongest and most recognized brand, and we are looking forward to building on that heritage as we celebrate its 100th year anniversary in 2013.”

Quinn notes that all of the company’s brands share a history and a set of values based on authenticity, innovation and a deep connection with the end user. Through a commitment to these values, Victor Technologies will continue to focus on meeting the needs of the end user customer by providing advanced cutting, welding and gas control solutions through each of its brands.

Headquartered in St. Louis, Victor Technologies provides superior solutions for cutting, welding and gas control equipment under brand names that include Victor^®, Victor^®Thermal Dynamics^®, Victor^®Arcair^®, Victor^®TurboTorch^®, Tweco^®, Thermal Arc^®, Stoody^®, Firepower^® and Cigweld^®. www.victortechnologies.com