Changes to Chubb Locks Brand

An important change to the future of the Chubb locks brand in 2010 has been announced by ASSA ABLOY and Aldridge Security is now working closely with them to make sure customers are reassured and kept fully informed

In a move that may surprise many customers, the Chubb brand will be replaced by other leading ASSA ABLOY brands on most locks and secondary security products by August 2010.

However ASSA ABLOY is stressing that the locks will continue to be manufactured and readily available and only the name will change.

The news comes following the end of negotiations over licensing agreements between ASSA ABLOY and UTC, the American multinational that owns the Chubb brand.

UTC is well known for its fire safety and manned guarding business, which also uses the Chubb brand, and took the strategic decision not to renew the agreement with ASSA ABLOY.

ASSA ABLOY manufactures and sells locks branded as Chubb under two UTC licenses. The first started in 2000 and was for 10 years, expiring in 2010. This covers the majority of Chubb branded products sold by ASSA ABLOY. The second licence is for specific custodial products and will not expire until 2100.

ASSA ABLOY stresses that when the Chubb products appear under their new brands, they will use the same technology, the same parts and be manufactured by the same people in the same factories, to the same quality. The only difference will be the name, which is why the locks will continue to be “Chubb at Heart.”

The agreements also stop any other company manufacturing or selling locks under the Chubb brand. In addition, a number of patents and trademarks, including the bow design and product codes, are owned by ASSA ABLOY, so no competitor will be able to market a Chubb “look a like” and pass it off.

Aldridge Security is having regular discussion with ASSA ABLOY over these changes and the two companies are working on a communications campaign to make sure all customers are kept fully up to date with progress on the transition from the Chubb brand.
There is a special website at www.chubb-at-heart.co.uk which will have the latest news and there is also a video answering the main questions on the same site or visit www.assaabloy.co.uk and click on the Chubb logo on the home page.
Commenting on the development, Peter Los, Marketing Director for Aldridge Security said:“There is no time limit on the sale of the Chubb branded locks by our customers and there is no need for them to remove Chubb signs or point of sale, although ASSA ABLOY will be developing attractive new materials as Chubb products migrate to their new brands.”

“ We will keep all our customers fully informed of progress and, in the meantime, there is absolutely no need for customers to do anything different. They can continue to buy Chubb products and be confident they will continue to be supported long past August 2010 and into the future.”
Paul Browne, ASSA ABLOY's Business Development Director added:“We know the Chubb name has a long tradition and loyal customer following so, in an ideal world, we would have continued with the brand but we also understand UTC’s decision. The two organisations have an amicable relationship and both want a smooth transition”

“At the same time, we are very excited at the prospect of continuing to offer locksmiths the best of Chubb quality and heritage under the equally powerful and important brand names we have in ASSA ABLOY”

“ In summary, although we recognise this will be a surprise for customers, the reality is that nothing will really change other than the name."

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