Wire Rope Corporation of America, Inc. (WRCA) announced that the company will change its name to WireCo WorldGroup effective Oct. 29. The company will also move its headquarters to Kansas City, Mo., on that date.
“As our manufacturing flexibility, geographic scope and market reach have expanded over the past few years, we determined that our corporate name needed to better reflect the essence of our business,” said Ira Glazer, CEO. “WireCo WorldGroup represents our heritage while highlighting our corporate strength • global availability.”
Over the past four years, the company has evolved from a U.S.-based company into one of the largest global manufacturers of wire rope, a leader in electromechanical cable and a major player in highly engineered cable structures. The company has expanded its manufacturing and distribution facilities from the United States into Mexico, Canada, China and Germany.
“Now that our company's products and services are available on a global basis, we felt it appropriate to re-examine the way we present our corporate philosophy and capabilities as well as our diverse line of specialized products and services,” Glazer said.
Earlier this year, the company employed CoreBrand, a brand consultant, to lead the project. It completed in-depth market research around the world to identify the key drivers for the business and then provided a brand strategy. The results of this work included a redesign of the corporate name from WRCA to WireCo WorldGroup, as well as a realignment of its product brand families to better reflect the specific applications it serves worldwide.
WireCo WorldGroup's products are used in a wide range of market applications including construction and specialty lifting and suspension applications. The company employs approximately 1,800 people worldwide and operates manufacturing plants, distribution facilities and research and development centers in the U.S., Canada, Germany and Mexico, with a new plant nearing completion in China.
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