Firm changes name from Goldleaf to Aubright [St. Cloud Times, Minn. :: ]
(St. Cloud Times (MN) Via Acquire Media NewsEdge) May 10--After more than 30 years as a sheet plastic fabricator, St. Cloud-based Goldleaf Plastics has taken on a new identity. This week it unveiled a new name: Aubright.
The process started more than six months ago. The company, in collaboration with a marketing, communications and strategy firm in Milwaukee, surveyed its customers and found its previous identity had grown outdated.
"One of the things we heard from our customers is that our name and logo didn't tell the story of what we do or who we are," said John Gromberg, senior manager of business development and marketing for Aubright. "We pursued this effort, really, to grow sales. We felt we were to the point where we had our team in place and it was time to take it to the next level."
The new name plays on the gold symbol "Au" from the periodic table of elements. The "bright" portion of the name refers to the many facets of the business and the skills of its employees, Gromberg said.
"We've had many customers get back to us and say, 'Your team solves our challenges,' " Gromberg said. "We wanted to recognize that ability."
Aubright has about 100 employees, an increase of about 20 in the past three years. The business involves fabrication of materials for retail displays, original equipment manufacturing and recreation and powersports uses. Gromberg said 50 percent of the business is retail.
Gromberg said examples of Aubright's OEM products include machine guards, closures and medical/lab automation equipment. The company also creates windshields, roofs and UTV/ATV accessories for recreation and powersports clients including Polaris, Ranger and Tracker Marine.
"One of our goals is to diversify the business," Gromberg said. "There's a whole new level of excitement for everybody in this company. Our people are committed and energized to the opportunities this will bring and we're working harder than ever."
For information, visit www.aubright.net.
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