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Published on November 17th, 2020 | by The GC Team

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Sharp aims for “globally leading technology brand” status

Japanese technology firm Sharp is changing the name of its European organisations as part of a global strategy to pursue a uniform worldwide brand identity, and to be regarded in the European market as a “globally leading technology brand” under the Sharp Consumer Electronics banner.

Sharp, which was acquired by Taiwan’s Foxconn in 2016, said it paved the way for the brand’s comeback on the European market with the takeover of Skytec UMC, a move which resulted in the establishment of a new subsidiary.

UMC UK Limited now becomes Sharp Consumer Electronics UK Limited and Skytec UMC will disappear from all corporate communication.

All platforms, communication and sales materials will be aligned with the new brand identity and name, and the unification should simplify internal processes, optimise structures and make better use of synergies, the company said.

“Our goal is to be regarded in the European market as a globally leading technology brand,” said Peter Smatrala, CEO of Sharp Consumer Electronics Europe. “For this reason, an important step was the unification of our country organisations under the name Sharp Consumer Electronics.

“There is now no longer any separation by name from our headquarters in Japan or other countries outside Europe.”

Sharp also said it is pushing ahead with the expansion of the Smart Appliance Solutions (SAS) business unit in Europe – previously known as Small Domestic Appliances – focusing on more networked products in the segment of small kitchen appliances. Other new business areas and product categories are also planned.

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