New brand architecture brings clearer product roles across VSH, “Apollo”® Valves and Shurjoint
A Blended Rebrand Strategy for Press Fittings, Valves and Grooved Products
The transition is part of a blended rebrand strategy designed to make the company’s product portfolio easier to understand, specify, purchase and support. Under this updated structure, VSH will serve as the dedicated brand for press fittings and connection technology, while “Apollo”® Valves remains the company’s trusted valve brand. Shurjoint will continue as the dedicated grooved product brand within the Aalberts integrated piping systems Americas portfolio.
- VSHdedicated brand for press fittings and connection technology
- “Apollo”® Valvesthe company’s trusted valve brand
- Shurjointthe dedicated grooved product brand
Giving Each Brand a Clearer Role in the System
For our portfolio, VSH represents press fittings, ‘Apollo’® Valves represents valves, and Shurjoint represents grooved products. Together, these brands support one trusted portfolio built around the needs of our customers.
Jaimie KenneyVice President of Marketing, Aalberts integrated piping systems Americas
“This is not about replacing legacy. It is about giving each brand a clearer role in the system,” said Jaimie Kenney, Vice President of Marketing.
The company emphasized that “Apollo”® Valves remains a core part of the portfolio and will continue to represent trusted valve solutions across the markets Aalberts serves. Designated valve products with press connections will remain under the “Apollo”® Valves brand, reinforcing the distinction between product type and connection method.
A More Intuitive Customer Experience
The rebrand also supports a more intuitive customer experience.
Customers, engineers, contractors and distributor partners will be able to more clearly identify which brand supports each product category:
- VSHfor press fittings
- “Apollo”® Valvesfor valves
- Shurjointfor grooved systems
Previously Installed Products Remain Supported
Previously installed products remain supported. Historical installation, operation and maintenance documents, product data and legacy product names will remain accessible so customers can continue to find the information they need for existing installations.
“We know these products are part of our customers’ day-to-day work,” said Jaimie Kenney, Vice President of Marketing. “That is why we are approaching this transition carefully. The goal is to enhance the customer experience, not create confusion. Our customers can expect continued support, clear documentation and the same commitment to quality and Performance.”
The Right Products in the Right Places
The updated brand architecture reflects the company’s belief that strong systems are built with the right products in the right places. VSH, “Apollo”® Valves and Shurjoint will each continue to play a distinct role within the broader Aalberts integrated piping systems Americas portfolio.
