Altendorf Group integrates Hebrock brand

On the occasion of its 120th anniversary, Altendorf, the German group specialising in solutions for wood processing, has completed the transition from a multi-brand strategy to a “single-brand” model, unifying all machines and digital solutions under the Altendorf name, from cutting to edgebanding.
The decision also affects the edgebanding machines previously marketed under the Hebrock brand, now fully integrated into the Altendorf portfolio. The move aims to simplify the offering, strengthen market recognition and provide customers and dealers with greater clarity in terms of range, use, services and integrated digital solutions.

At the same time as the brand reorganisation, Altendorf has launched an industrial consolidation plan: the production of edgebanding machines, currently based in Hüllhorst, will be progressively transferred to the Minden plant, where the group will invest a sum in the order of several million euros. The objective is to create production synergies, harmonise processes and concentrate expertise, strengthening the German site over the long term and laying the foundations for further growth.

For the market, the strategy translates into a clearer and more coherent offering: a single visual identity, uniform operating concepts and an integrated service “from a single source”. According to the group, this positioning consolidates Altendorf’s role as a leading technological partner for the woodworking and timber industry.

The new “One brand. One promise” strategy therefore marks a key step in the company’s history: continuity in standards and quality, combined with a simpler structure, greater industrial efficiency and a clear orientation towards the future.