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RAINBOWCO's Strategic Brand Modernization

In recent developments, RAINBOWCO, a frontrunner in high-end equipment manufacturing, has revealed a transformative strategy aimed at reinforcing its brand identity on a global scale. Effective September 1, 2025, the joint brand GENMA-KALMAR will be unified under the single entity of GENMA. This strategic move aligns with prevailing trends in the market that focus on consolidation within the premium equipment sector.

This brand restructuring is designed to cultivate a clearer global identity for GENMA while enhancing the synergy with the KOCH brand. The portfolio of RAINBOWCO encompasses three core brands, which have set benchmarks in their respective domains. GENMA specializes in advanced industrial equipment, delivering innovative solutions for container terminals, material handling, and marine engineering. The company provides five primary solutions:

• - Lifting solutions for shipyards and workshops,
• - Marine and coastal engineering solutions,
• - Bulk material handling solutions,
• - Terminal cranes, and
• - Highly efficient multifunctional material handlers.

The GENMA-KALMAR brand, which has been a collaboration with the Finnish leader in sustainable material handling, KALMAR, specializes in Rubber Tyred Gantry (RTG) cranes, Rail Mounted Gantry (RMG) cranes, and Ship-to-Shore (STS) cranes for global container ports. The transition of this brand under GENMA is anticipated to take place this September.

Additionally, the KOCH brand, a reputed provider of bulk material handling solutions with an extensive history spanning eighty years, was acquired by RAINBOWCO in 2019. The integration of KOCH expanded its capabilities, further legitimized in 2023 with the absorption of FLSmidth units dealing with material handling and mining equipment, creating a complete spectrum of solutions across the entire value chain of bulk material handling.

Ms. Susan Zha, CEO of the Terminal Container Handling Solution Strategic Business Unit (SBU), emphasized that this brand modernization is crucial for the company’s operational future. She stated, “This transition reflects our commitment to better brand operation management. We firmly believe that consistent technological standards in our products, supply chain systems, and service frameworks will yield greater market success.”

This strategic overhaul follows RAINBOWCO’s acquisition of KALMAR’s heavy cranes division in 2022, which significantly augmented GENMA-KALMAR's technical capabilities and global operational reach. Initial successes include the delivery of 40 RTGs to Damietta and 50 RTGs to Marsu, Morocco, illustrating the effectiveness of this operational integration.

Martin Wu, CEO of RAINBOWCO, reiterated the company's dedication to cutting-edge equipment, noting, “At RAINBOWCO, we focus on delivering top-tier equipment, and as we expand our manufacturing and assembly bases, we aim to serve our global customers better.” Founded in 2003, RAINBOWCO boasts five manufacturing locations and employs over 3,600 individuals worldwide, with 2024 revenues surpassing $1 billion.

In a bid to engage global partners, RAINBOWCO is inviting them to join the firm at the TOC Europe 2025 event from June 17-19, 2025, where the latest advancements will be showcased at their GENMA SOLUTIONS booth, J18. For further details, visit Genma Solutions.


This strategic rebranding signifies a pivotal move towards greater efficiency and collaboration within RAINBOWCO's operations, thus positioning the firm at the forefront of the global premium equipment manufacturing landscape.