Hickory Springs has changed its name to HSM as it spreads the message “One Company, On the Move, Together.” Company officials said a rebranding effort was necessary to better communicate its core solutions and brands to customers.
The 68-year-old company also launched a new website and logo. HSM now consists of four main business units: HSM Transportation Solutions; HSM Bedding Solutions; HSM Furniture Solutions; and HSM Diversified Solutions. Earlier this year, HSM acquired school-bus seat manufacturer The C.E. White Company. In 2007 the company acquired Triad Fabco, a supplier of rebond polyurethane seat foam to the school bus and golf cart industries.
The new company name, effective immediately, was unveiled to employees on Monday by President and CEO Dave Colburn. HSM announced it acquired C.E. White on Monday. The company said it has now transitioned from a components supplier to a global provider of integrated solutions with a market-focused strategy.
Colburn said the company’s solutions include everything from foam formulations and a wide selection of other wire, metal forming and fiber components to a variety of more complex integrated solutions.
“It’s time that our name more accurately reflects the transformation that has occurred within our company in terms of the products we manufacture and the markets we serve, as well as our vision for the future,” he added in a statement. “HSM is not just a name. It’s a new way of thinking. HSM represents one name, one identity, one voice and one company with a single-minded dedication to customer needs.”
Duane Welch, chief marketing and innovation officer, told STN that former company division names, such as C.E. White and Triad Fabco, will become product brand names, though there was no time frame available at this report.
“Over the years, HSM operated under 23 different brands,” explained Welch. “We felt that this was an opportunity to present the company as one company to all customers.”
HSM Transportation Solutions, for example, services the automotive, school bus, motoroach and RV markets. Welch added that the previous divisions are all well-known names in their respective industries, but the rebranding allows HSM to migrate those brands under one umbrella.
“This move still references the brand names that served us well,” he said. “We want to maintain those legacies.”
He added that the next phase in this “transformational move” is to work with each locations on signage at the plants to coincide with the new name and logo.
Last week, the new HSM announced it broke ground on a new $1.5 million, 10,000-square-foot foam tech lab in Conover, N.C.
