IN THE YEAR of its 120th anniversary, the Altendorf Group is setting the course for the future. Under the motto “From pioneer to the craftman’s best friend”, the company is consistently bundling its brands, expertise, and production structures under one name: Altendorf.
In future, all of the group’s machines and digital solutions will appear under the Altendorf brand — from cutting to edging. The edgebanding machines previously marketed under the name Hebrock are also fully integrated. With this step, the Altendorf Group is completing its transition from a multi-brand to a clear single-brand strategy.
What previously existed side by side is now growing together in terms of structure and content. For craftsmen and retailers, this means above all orientation and clarity: a uniform brand image, coordinated designs, a consistent operating and control concept, and integrated service and digital solutions — combined with a clear promise of quality from a single source.
The standardisation of the brand architecture is part of a long-term strategic orientation. The aim is to reduce complexity, strengthen market recognition, and further simplify cooperation with customers, retailers, and partners.
For users in workshops, the product portfolio will become clearer: from sliding table saws to edgebanding machines, it will be immediately apparent what belongs together — in terms of function, operation, and service. For retail partners, there will be clear advantages in terms of consulting, communication, and public image.
Parallel to brand unification, Altendorf is investing specifically in its production and manufacturing structures. The production of edgebanding machines, previously located in Hüllhorst, is being gradually integrated into the production site in Minden. To this end, the company is investing a single-digit million sum in modern structures and processes.
By bundling its activities, Altendorf is pursuing the goal of creating synergies, harmonizing processes, and bringing together expertise. In addition to efficiency gains in manufacturing, the focus is on organisational and logistical optimisations. The investment strengthens the Minden location in the long term and creates the basis for further growth.
The content of the claim remains unchanged. For 120 years, Altendorf has been developing technologies for the trade — from the development of the Altendorf-type sliding table saw to today’s digitally networked solutions. The path from technological pioneer to a reliable partnership with the trade also shapes the current orientation of the company.
The single-brand strategy and investment in production are an expression of this self-image: to provide safe, productive, and easy-to-use technologies — with responsibility, partnership, and a clear vision of the future.
See page 24 of our February/March 2026 issue on our Back Issues page.
