21.03.2019

Time name to go

Time/Versalift’s owner the Sterling group is dropping the Time branding to consolidate the business around the Versalift name, which has always been used for product branding.

In Europe this will include changing the corporate names of Time International to Versalift International, while Time Danmark and Time Export have been merged into Versalift Denmark which will include all Danish personnel except for sales and marketing – which will are included in Versalift International. The French operation Time Versalift France is now simply Versalift France, while the UK operation has always operated under the Versalift banner. In the USA the equipment business is now Versalift but the holding company remains as Time Manufacturing Company - one assumes that this will change as well.
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Time International is now Versalift International

Vertikal Comment

This clearly makes sense and is probably 15 to 20 years late in coming. The number of companies and the seemingly ‘willy nilly’ use of both names never made any sense to anyone with a logical mind, although there was probably a good reason for it in the beginning?

The Time name first appeared in 1968 shortly after Charlie Turner bought into the business, which had been established in 1965 by Bill Blewett and Russell Howard, with Turner's support. The Time name came with the move to Waco, Texas. The previous owners O’Flaherty Holdings, had purchased the company in 1977 and in their 40 years of ownership had been reluctant to change anything.

The wider adoption of the Versalift brand will make sales, marketing and administration far simpler and less confusing. A good move all round.