The Luxemburg based pjur group focusing on lubricants will take over its North American distributor pjur USA and expand its activities in the US.
The buy-out of the US branch from its management team Richie Harris and Jack Palmquist follows a new media campaign targeted at some of the most important mainstream media brands like Cosmopolitan, GQ, and Playboy.
Richie Harris said »We were very proud to have been part of the global pjur team for so many years. pjur is a premium brand and a great success around the world. We are happy to see the pjur group take over and expand its U.S. presence. This will have a great impact on the market and you can be sure that we will give pjur our loyal support whenever needed. The buy-out will give us more time to focus on our Lucom and Rock Solid activities.«
The change at the owner level and Harris’ and Palmquist’s departure won’t change much in the day to day operations. Pjur thinks the changes will be smooth and provide its customers a more direct support. All dealers working with pjur US will keep their existing contact partner.
Alexander Giebel, CEO and founder of pjur said: »pjur is seen as a premium brand the world over and we are committed to further expanding our reach through a uniform brand concept and global campaigns that closely align with our corporate identity. Our commitment has enabled us to significantly raise brand awareness in recent years. Now, we want to share our global brand vision and increase awareness in the U.S., just as we have done in the rest of the world.«
Next to the advertising campaign, the company will also invest in social media, Point-of-Sale-material and staff training. Additional budgets will go to the PR team of pjur. All in all, pjur seems to think the move will get the company closer to its dealers and customers.
Giebel said: »We look forward to working directly with our customers in the U.S. and increasing our activities in the country while at the same time expanding our U.S. offices. We would like to say a big thank you to Richie and Jack for the many years of outstanding collaboration and partnership.«