How specialization, customer clarity, and trusted brands are shaping the future of the Aalberts integrated piping systems Americas portfolio
Greater Clarity Across the Portfolio
As the company evolves its brand architecture to create greater clarity across its portfolio, many customers have questions about what is changing, what is staying the same, and how Apollo® Valves, VSH, and Shurjoint fit together.
In this interview, Kenney discusses the strategy behind the transition and why specialization continues to play an important role in supporting customers across the mechanical, plumbing, industrial, and commercial construction industries.
Why Now Was the Right Time to Evolve the Portfolio
Jaimie Kenney: As our portfolio has grown, we recognized an opportunity to create greater clarity for our customers.
The products themselves are not changing. The value they provide is not changing. What we are doing is making it easier for customers to understand how our brands fit together and where each brand brings the most value.
VSH has a long-standing heritage in connection technology and press fittings. Apollo® has earned decades of trust in the valve marketplace. Shurjoint continues to be a respected leader in grooved solutions.
Rather than asking one brand to represent multiple categories, we’re allowing each brand to focus on what it does best.
Apollo® Is Not Going Away
Q: Some customers may hear about VSH and wonder whether Apollo® is going away. How do you respond?
Jaimie Kenney: The answer is simple: absolutely not.
Apollo remains one of the most trusted names in valves and continues to be a cornerstone of our portfolio.
In fact, this transition gives us the opportunity to place even more focus on Apollo® as a valve brand.
Customers will continue to see Apollo® valves throughout our offering, including designated valve products that feature press-end connections. While our press fittings portfolio now moves forward under the VSH brand, Apollo remains our dedicated valve brand and continues to represent the quality, performance, and reliability customers have come to expect.
Why Specialization Is Important for Customers
Customers don’t buy brand strategies. They buy products that solve problems.
Jaimie KenneyVice President of Marketing, Aalberts integrated piping systems Americas
Jaimie Kenney: They want to know where to go for the right technology, the right expertise, and the right support.
When brands have clearly defined responsibilities, customers benefit.
- VSHVSH can focus on advancing connection technology and press systems.
- ApolloApollo can focus on valves.
- ShurjointShurjoint can focus on grooved solutions.
Together, these brands support one integrated portfolio, but each brand now has a clearer role within that portfolio. That clarity ultimately makes things easier for engineers, contractors, distributors, and facility managers.
Why Legacy Brands Are Not Replaced or Retired
Q: Some companies completely replace or retire legacy brands when they rebrand. Why take a different approach?
Jaimie Kenney: We believe legacy matters.
Customers have built years, and in many cases decades, of experience with our brands.
There is tremendous value in that trust.
Our objective was never to erase a legacy brand. Our objective was to help it shine in the category where it is strongest.
That’s why we’re taking what we describe as a blended transition approach.
- Historical Product InformationHistorical product information remains available.
- Legacy DocumentationLegacy documentation remains available.
- Customer SupportCustomer support continues.
We’re building on customer familiarity rather than asking customers to start over.
What Makes Apollo® Unique in Today’s Marketplace
Jaimie Kenney: Apollo occupies a unique position because of its heritage, reputation, and continued commitment to innovation.
Customers trust Apollo because of decades of proven performance across a wide range of valve applications.
As a company, we continue to invest in valve technology, manufacturing excellence, customer support, and product development.
This transition doesn’t change that commitment.
If anything, it reinforces it.
Apollo remains focused on what it has always done best: providing trusted valve solutions for the industries we serve.
The Future of the Portfolio
Jaimie Kenney: I see a future built around focus, specialization, and customer clarity.
- VSHVSH will continue advancing press connection technology.
- ApolloApollo will continue building upon its valve heritage.
- ShurjointShurjoint will continue expanding its leadership in grooved solutions.
Individually, these are strong brands. Together, they form something even stronger: a portfolio designed to help customers identify the right products, access the right expertise, and confidently specify complete piping system solutions.
One Trusted Portfolio. Three Specialized Brands.
The October 1 brand transition reflects Aalberts integrated piping systems Americas’ continued commitment to helping customers navigate an increasingly complex marketplace through clearer brand alignment and product specialization.
Under the updated portfolio structure:
- VSHVSH serves as the dedicated brand for press fittings and connection technology.
- Apollo® ValvesApollo® Valves remains the trusted valve brand.
- ShurjointShurjoint continues as the dedicated grooved solutions brand.
Historical documentation, technical resources, and customer support remain available for legacy products. The result is a clearer portfolio, stronger specialization, and an easier customer experience without sacrificing the trust customers have built with these brands over time. Based on the rebrand strategy, the company is positioning this evolution as a way to enhance legacy, promote specialty, and improve customer clarity rather than replace existing brand equity.
