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CWS is positioning itself as a system provider with a new identity

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2 April 2019

New brand illustrates company’s new orientation

CWS is positioning itself as a system provider with a new identity


Dreieich, 2nd April 2019. The CWS-boco Group is now operating under the shared roof brand CWS. As a system provider with six solution areas, CWS now stands for a shared vision: making the future healthier and safer. “The company has evolved. We have a new understanding of our market and have become opener and more modern. As of today, we will be communicating this development to the outside world too,” explained Thomas Schmidt, CEO of the CWS-boco Group.

In future, CWS’ offering will be divided into six solution areas: Hygiene; Floor Care; Workwear; Cleanrooms; Healthcare and Fire Safety. These solution areas will join forces in the mission to achieve the company’s vision of a healthier and safer tomorrow. With innovative, sustainable and digital rental solutions in the fields of hygiene, workwear and fire safety, CWS makes an active contribution to safeguarding the health and safety of its customers and their employees. Complete hygiene solutions make it possible to contain the spread of infections and decrease sickness rates. Regularly inspected protective clothing can prevent occupational accidents and contribute to increased safety in the workplace.

“Our service and sales employees assist our customers in person and on site, so they are in an ideal situation to identify risks and potential,” added Mr Schmidt. “This allows us to offer solutions to problems before they even arise.” The key aspect of the new CWS system offering is considering holistic offers from the customer’s perspective. The Group is now underlining that approach with a new brand identity too.

New logo combines tradition and future

The letters and the red are reminiscent of the strengths of the well-known CWS brand – the familiar elements are complemented with new ones: Modern colours send out a clear signal. “We are opening a new chapter – CWS is more,” explained Thomas Schmidt. Effectively, what was previously known as CWS has now become the solution areas Hygiene and Floor Care. These are additionally being complemented by the solution areas Workwear, Fire Safety, Cleanrooms and Healthcare, which were operated under a range of regional brands in the past. The respected workwear division boco will offer complete workwear solutions and services as “CWS Workwear” in future. “We are bundling the expertise of a range of individual specialised brands under one roof brand – CWS. This will render our company’s complete offering more transparent for our customers and open up new possibilities,” said Mr Schmidt, explaining the strategy behind this decision.

Seen from the customer’s perspective

The new logo concept shows: all solution areas share a common, strong foundation – symbolised by the red. CWS is a collective understanding of complete solutions, service and innovation. The six solution areas are experts in their markets and clearly identifiable to the outside world with their own colours. “The new visual concept makes it easier for the customers to find their way around the website and information materials, for example, and to identify the solution they are looking for quickly. At the same time, CWS is redefining its role as a system provider offering customers a wide variety of solutions under one roof,” reported Dr. Maren Otte, Group Director Corporate Communications & Responsibility and Brand Project Team Lead.

Gradual restructuring of the company

CWS-boco and Initial laid the foundations for a new, shared company with the launching of the joint venture in 2017. Mr Schmidt explained, “The evolution of the brand identity reflects the transformation of the company and its new culture. This divisionalisation has allowed us to become more agile and focused. This will gradually become evident at all customer contact points. Today we have made the start and we are looking forward to introducing the new CWS to our customers.”


About CWS

With innovative, sustainable and digital rental solutions, CWS contributes to a healthier and safer tomorrow. The CWS range is divided into products and services in the areas of Hygiene, Floor Care, Workwear, Fire Safety, Cleanrooms and Healthcare. Since April 2019, all service areas of the company are operating as an integrated system provider under the name of CWS.

CWS is a brand of CWS-boco International GmbH and its subsidiaries. The group currently employs around 10,800 people in 16 countries. In 2017, the CWS-boco Group generated a turnover of 970 million euros. Franz Haniel & Cie. GmbH holds 82 per cent of the shares and Rentokil Initial plc 18 per cent.

More information can be found at


Dr. Maren Otte

Group Director Corporate Communications & Responsibility

CWS International GmbH

Dreieich Plaza 1A




Laura Plischke

Brand Communications Manager Hygiene

CWS International GmbH

Dreieich Plaza 1B