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"This clear brand alignment directs a powerful flow of innovation, products and services to manufacturers worldwide," said Carlos M. Cardoso, president and CEO. "Metalcutting customers benefit from a more streamlined organization, making it even easier to do business with us as we provide one of the most innovative bundle of products and services available to meet their needs."
The WIDIA Products Group will be sold primarily through distribution and selected direct accounts while the Kennametal brand is positioned primarily as a direct brand that is also sold through selected value-added resellers. For current WIDIA and Kennametal customers, catalog numbers and tool markings will not change, but new eco-friendly packaging, robust web site and new product catalogs will begin to be implemented in phases.
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