Invisible Connections Ltd has announced that its Norwegian trade partner SB Produksjon AS has formally changed its trading name to Invisible Connections AS.

The change will see operations and marketing brought much closer together with the activities already established at the UK home of Invisible Connections.

Invisible Connections AS is the main supplier of telescopic connectors for the UK branch of the firm, with their patented solutions becoming more and more sought after in the European construction industry following positive feedback from contractors and architects.

Svein Berg, Chief Executive Officer of Invisible Connections AS, said that so far most of its efforts have been primarily concerned with technology innovation and less focussed on sales and proactive marketing.

However, this is something that the company is looking to progress and sees the rebrand as a key stage and positive step in the development of its business plan.

Berg added: “The name change marks an evolutional shift from a traditional 30-year old mechanical company to a modern, innovative business in the construction industry.

“It also increases our reach and introduces the products to a broader audience, as the products have received European Technical Approval.”

The rebrand will reflect the marketing and operational initiatives that have been established within the UK branch of Invisible Connections.

UK Managing Director, Derek Brown, thinks that there is a great synergy between the aligned UK and Norwegian companies as they both have innovate engineered solutions and their products provide a range of benefits for customers and specifiers.

Brown added: “We’re delighted we can now clearly demonstrate our aligned marketing strategy.

“Although the history of the telescopic connectors range dates back some three decades, the more recent evolution towards structures combining in-situ as well as precast concrete means that our products are in ever-increasing demand, due to their numerous advantages.”