RAINBOWCO Revamps Global Brand Strategy to Strengthen GENMA's Premium Equipment Leadership
In an ambitious move, RAINBOWCO (SZ002483), a global leader in high-end equipment manufacturing, has declared a significant overhaul of its brand strategy. Effective September 1, 2025, the joint brand GENMA-KALMAR will consolidate under the GENMA name, aligning itself with the global trend towards consolidation in the premium equipment market. This strategic realignment aims to forge a more coherent global identity for the GENMA brand and enhance synergies with KOCH, another key player in RAINBOWCO's portfolio.
RAINBOWCO, best known for its innovative technologies, oversees a diverse lineup of brands, including GENMA and KOCH. The transition will shift focus towards the GENMA name, ensuring clarity in the market while signaling a commitment to premium solutions.
GENMA is renowned for delivering top-notch equipment on a global scale, providing five primary key solutions: lifting solutions for shipyards, material yards, and workshops; maritime and offshore engineering lifting solutions; bulk material handling solutions; terminal cranes; and multifunctional, high-efficiency material handlers.
Moreover, GENMA-KALMAR, a collaborative brand designed with KALMAR, the Finnish leader in sustainable material handling and specializing in RTG (Rubber Tyred Gantry), RMG (Rail Mounted Gantry), and STS (Ship-to-Shore) cranes for global container ports, will transition to become GENMA come September, marking a significant step in RAINBOWCO's consolidation strategy.
Another notable entity in RAINBOWCO's array is KOCH, which has been a recognized provider specializing in bulk material handling solutions for over 80 years. Acquired by RAINBOWCO in 2019, KOCH's capabilities were further enhanced in 2023 with the integration of FLSmidth's bulk materials and mining equipment divisions. This transformation has positioned KOCH as a comprehensive supplier across the entire value chain of bulk material management.
Susan Zha, General Manager of the Container Terminal Solutions Business Unit, expressed her enthusiasm for the rebranding effort, highlighting its critical importance for future operations. She stated, "This transition reflects our commitment to improving the management of our brand operations. We are optimistic that consistency in our product technological standards, supply chain systems, and service frameworks will position us for greater success in the market."
The brand update follows RAINBOWCO's strategic acquisition of KALMAR's heavy crane business in 2022, which consolidated a central team to enhance GENMA-KALMAR's technical capabilities and global operational reach. Early successes of this initiative are already visible, with notable contracts like the delivery of 40 RTG cranes to Damietta and 50 RTG cranes for Marsa Maroc.
CEO Martin Wu reiterated the company’s focus on premium equipment, stating, "At RAINBOWCO, we are dedicated to high-end equipment, and as we expand our manufacturing and assembly plants, we aim to serve our global customers even better."
Founded in 2003, RAINBOWCO has built five production bases and employs over 3,600 people worldwide. The company reported annual revenues exceeding $1 billion in 2024, a testament to its successful growth and expansion.
To celebrate this evolution and showcase their latest innovations, RAINBOWCO invites global partners to join them at the TOC Europe 2025 exhibition from June 17 to 19, 2025. Attendees can find them at booth GENMA SOLUTIONS_J18. For more information, please visit https://www.genmasolutions.com/.
This rebranding marks a pivotal moment for RAINBOWCO and its strategic direction, as it seeks to reinforce its dominance in the competitive landscape of high-end equipment manufacturing.
RAINBOWCO, best known for its innovative technologies, oversees a diverse lineup of brands, including GENMA and KOCH. The transition will shift focus towards the GENMA name, ensuring clarity in the market while signaling a commitment to premium solutions.
GENMA is renowned for delivering top-notch equipment on a global scale, providing five primary key solutions: lifting solutions for shipyards, material yards, and workshops; maritime and offshore engineering lifting solutions; bulk material handling solutions; terminal cranes; and multifunctional, high-efficiency material handlers.
Moreover, GENMA-KALMAR, a collaborative brand designed with KALMAR, the Finnish leader in sustainable material handling and specializing in RTG (Rubber Tyred Gantry), RMG (Rail Mounted Gantry), and STS (Ship-to-Shore) cranes for global container ports, will transition to become GENMA come September, marking a significant step in RAINBOWCO's consolidation strategy.
Another notable entity in RAINBOWCO's array is KOCH, which has been a recognized provider specializing in bulk material handling solutions for over 80 years. Acquired by RAINBOWCO in 2019, KOCH's capabilities were further enhanced in 2023 with the integration of FLSmidth's bulk materials and mining equipment divisions. This transformation has positioned KOCH as a comprehensive supplier across the entire value chain of bulk material management.
Susan Zha, General Manager of the Container Terminal Solutions Business Unit, expressed her enthusiasm for the rebranding effort, highlighting its critical importance for future operations. She stated, "This transition reflects our commitment to improving the management of our brand operations. We are optimistic that consistency in our product technological standards, supply chain systems, and service frameworks will position us for greater success in the market."
The brand update follows RAINBOWCO's strategic acquisition of KALMAR's heavy crane business in 2022, which consolidated a central team to enhance GENMA-KALMAR's technical capabilities and global operational reach. Early successes of this initiative are already visible, with notable contracts like the delivery of 40 RTG cranes to Damietta and 50 RTG cranes for Marsa Maroc.
CEO Martin Wu reiterated the company’s focus on premium equipment, stating, "At RAINBOWCO, we are dedicated to high-end equipment, and as we expand our manufacturing and assembly plants, we aim to serve our global customers even better."
Founded in 2003, RAINBOWCO has built five production bases and employs over 3,600 people worldwide. The company reported annual revenues exceeding $1 billion in 2024, a testament to its successful growth and expansion.
To celebrate this evolution and showcase their latest innovations, RAINBOWCO invites global partners to join them at the TOC Europe 2025 exhibition from June 17 to 19, 2025. Attendees can find them at booth GENMA SOLUTIONS_J18. For more information, please visit https://www.genmasolutions.com/.
This rebranding marks a pivotal moment for RAINBOWCO and its strategic direction, as it seeks to reinforce its dominance in the competitive landscape of high-end equipment manufacturing.
Topics Heavy Industry & Manufacturing）
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