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BUTEC unveils rebranding strategy

21st June 2024

By: Sabrina Jardim

Creamer Media Online Writer

     

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As part of a rebranding strategy to showcase its full spectrum of services, electromechanical contractor and facility management services provider, BUTEC Group has rebranded its subsidiaries in South Africa to BUTEC.

As previously reported in Engineering News, the group is currently rebranding its subsidiaries Thermaire as BUTEC – an electromechanical solutions provider – and Ampair as BUTEC Services – a facility management and maintenance service provider.

The company notes that the manufacturing arm of BUTEC will continue to trade as DUCTSHOP, which manufactures high-quality metal and PalDucting at its facility, in Johannesburg. 

BUTEC was established as the African subsidiary of United Arab Emirates-based construction and services market leader BUTEC Group in April 2022. That same year, the group acquired 17 entities, including Thermaire, IES and Ampair, from French multinational utility company Engie.

By leveraging the internal services of Ampair, IES and Thermaire, BUTEC aims to deliver its electromechanical solutions and facility services across Southern Africa.

“[The rebranding is] about conveying the message that we are now BUTEC and, therefore, we are able to offer the full spectrum of services that BUTEC has to offer across heavy industrial, power and water projects.

“The companies that we have acquired will continue to do the job they are doing, but will also help us as a logistical base in order to offer the full spectrum of the services as one company [and] as one brand, as BUTEC,” BUTEC chairperson Ziad Younes commented at a rebranding event, in Gauteng, on June 20.

The rebranding of Thermaire, IES and Ampair backs the strategic expansion of BUTEC Group’s portfolio.

Younes said the company aims to bring in its expertise with the aim of transferring knowledge to its business in South Africa.

He pointed out that the company already operates in many African countries, but stressed that, in South Africa, it was working to become the largest provider of electrochemical works and services.

Edited by Chanel de Bruyn
Creamer Media Senior Deputy Editor Online

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