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KEMMEL – GOUDEZEUNE Beton has changed its name: with effect from 2 March it is now called ATLAS Beton. This name change is part of the prefabricated concrete production company's strategic vision and its profile to the outside world.
Name change for strategic reasons
According to Marc Diver, CEO of ATLAS Beton, there are several reasons for the name change. “On the one hand, for historical reasons there was a double use of the name Goudezeune with the sister company GOUDEZEUNE Industriebouw. People assume they are one and the same company, but they certainly are not. In the past, however, this separation was not always clear but since the acquisition in 2007 we decided to implement that separation much more strictly in the operations of the two companies, and this name change will now make this obvious to the outside world.
On the other hand, ATLAS Beton wants to expand its customer base and, in addition to supplying its sister company, also gain business from external construction companies.”
Mario Verhulst, Director of ATLAS Beton, adds: “In 2008 we invested heavily in modernising and improving the production equipment such as new moulds and hydraulic battery cases for column production, a clamp machine, a fully-automatic cutting line, a bending machine and a cage welding machine for the reinforcement cages, new preliminary tensioning installations for the roof beams etc. Finally, with our new name, we want to present ourselves as a sound company that offers a full range of high-quality and BENOR-certified concrete elements and that guarantees prompt delivery of our products to the customer.”
ATLAS Beton was recently awarded the title of ROI (relationship, entrepreneurship and innovation) ambassador in the category medium-sized enterprises by the West Flanders VOKA chamber of commerce.
New name, new corporate branding
The name ATLAS Beton is a reference to the Greek mythological character ATLAS, who was forced to carry the firmament on his shoulders for eternity because he had fought against Zeus. The translation of the Greek name Atlas means “the carrier”, "the supporter”.
The link with the activities of ATLAS Beton is obvious: all the prefabricated concrete elements produced by the company, from columns and beams, façade panels and trusses to pre-tensioned beams, also carry the structure of a building.
The new name is coupled with a new corporate branding. The new logo is an abstract representation of Atlas carrying the heavens.
BACKGROUND
ATLAS BETON
ATLAS Beton is based in Kemmel, near Ieper. ATLAS Beton has specialised in the production of prefabricated concrete elements such as foundation bases, columns and beams, façade panels, concrete roof shells and pre-tensioned roof beams for industrial construction and the agricultural sector for over 60 years. ATLAS Beton mainly operates in West and East Flanders and northern France, but also targets the Dutch and Luxembourg market.
ATLAS Beton employs 170 people and generated turnover of EUR 17 million in 2008. The target for 2009 is to maintain this turnover of EUR 17 million.
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