RAINBOWCO Upgrades Global Brand Strategy, Strengthens GENMA Dominance in Premium Equipment Sector

RAINBOWCO's Bold Leap in Brand Evolution

In a decisive move to redefine its brand presence on the global stage, RAINBOWCO, a frontrunner in premium equipment manufacturing, announced a major upgrade to its brand strategy. Starting September 1, 2025, the existing joint brand GENMA-KALMAR will be unified under the singular name of GENMA, aligning with the current global trend towards market consolidation in high-end equipment.

This strategic consolidation is designed to enhance GENMA's global brand identity and amplify synergies with its other brand, KOCH. RAINBOWCO's portfolio currently includes three prominent brands:

1. GENMA: Renowned for delivering premium equipment worldwide, offering five key solutions tailored to various sectors, including lifting solutions for shipyards, engineering marine and offshore practices, bulk material handling, terminal cranes, and multifunctional high-efficiency handling carts.

2. GENMA-KALMAR: The former collaboration with Finland's sustainable handling leader KALMAR, specialized in RTG, RMG, and STS cranes for container ports globally, will transition to the GENMA brand in the upcoming September.

3. KOCH: A respected name in bulk material handling solutions with an impressive legacy spanning 80 years, has been part of RAINBOWCO since 2019. The acquisition of KOCH has significantly bolstered its capabilities. In 2023, this brand expanded further by integrating divisions from FLSmidth, focusing on bulk materials and mining equipment, establishing KOCH as a comprehensive solutions provider across the material handling value chain.

Susan Zha, General Manager of Strategic Container Handling Solutions, emphasized the critical importance of this brand upgrade for the company’s future operations. She stated, "This transition reflects our intention to enhance brand management. I am optimistic that making our technological product standards and supply chain systems uniform will lead to greater success in the market." This upgrade closely follows RAINBOWCO’s strategic acquisition of KALMAR’s heavy crane operations in 2022, which integrated a core team aimed at enhancing technical capabilities and global operational reach for GENMA-KALMAR. This initiative has already yielded remarkable outcomes, including the successful deployment of 40 RTG cranes for Damietta and 50 RTG cranes for Marsa Maroc.

Martin Wu, CEO of RAINBOWCO, highlighted the company’s unwavering focus on high-end equipment. "At RAINBOWCO, our commitment is to premium-grade equipment. As we expand our manufacturing and assembly bases, we aim to better serve our global clientele."

Founded in 2003, the company has established five production bases and employs over 3,600 people worldwide, with an annual revenue surpassing $1 billion in 2024. In a move to strengthen global partnerships, RAINBOWCO invites collaborators to join them at the upcoming TOC Europe 2025, set to take place from June 17 to 19, where they will showcase their latest advancements at the GENMA SOLUTIONS booth (J18).

For more details, visit GENMA Solutions.