Global Truss America Introduces New Program Offering Professional Products Under Dura Truss Brand

Global Truss America, which has been selling truss in the US under the Global Truss name since 2003, has introduced a new branding program. Under this program, the company will be actively marketing trussing products under two brands: Global Truss and Dura Truss.

Both brands will be part of the Global Truss America family; each will be intended for a different market. The Global Truss brand will be used for products aimed at the mobile DJ Market, such as arches and stands, while the Dura Truss name will appear on the company's extensive line of professional trussing.

"We've implemented this dual branding program because we believe that it will enable us to enhance our service to customers in both markets," said Ken Kahn, general manager of Global Truss America. "There are significant differences between the two markets; having the two brands will help us identify customers quickly and provide each group with the best service, selection and dealer support."

The Dura Truss branded products are consistent with the high quality that professional trussing customers have been purchasing from Global Truss America in 2012. "Dura Truss products are the same as what people have been relying on this year from Global Truss America in terms of quality, design, material, sourcing and performance," he said. "The name change is about the market the product is intended for, not the product itself."

Dura Truss professional trussing products will also be supported by Global Truss America's in-house CAD design team. "We're very well known for offering customized trussing solutions, and our capabilities in this area will only become stronger because having the two brands will help us identify customers and their needs faster," Kahn said.

Inventorying and shipping of Dura Truss and Global Truss branded products will be from the 60,000 sq. ft. Global Truss America warehouse in Los Angeles. This will ensure that customers for both brands receive prompt deliveries and high fill rates, he said.

The new branding program will also aid global awareness of the Dura Truss brand. "Our sister company ADJ Europe has been very successful building the Dura Truss brand in other parts of the world," Kahn said. "Having the Dura Truss brand here too will give us a true international presence."

Global Truss America will be using the Global Truss brand only in the Americas and will be focusing it on DJ-centric trussing products. The company will be implementing its new branding program throughout a several month period.

See Global Truss at the Elation booth at PLASA Focus: Stamford, November 12-13.