In July 2024, Fortdress Group acquired the renowned brand Cold Tex B.V. Since then, we have been working intensively to lead the brand into a new future while staying true to its roots. We are proud to present the new design of Cold Tex and would like to share with you the background of our rebranding.
Cold Tex: A New Era Begins – The Rebranding of Our Brand
The acquisition of Cold Tex was not only a business decision but also a commitment to honouring the brand’s history and values. The previous appearance of Cold Tex did not fully reflect what the brand truly represents: quality, innovation, and the close connection to the people who use our products.
To strengthen Cold Tex’s market positioning and create a deeper emotional connection with you as our customers, a fundamental redesign was necessary.
A Tribute to Arjo van Tuijl
With the rebranding, we are focusing on authenticity and history. At the centre is the face of Arjo van Tuijl, the founder of Cold Tex. Arjo epitomises everything the brand stands for: trust, quality, and a deep understanding of the needs of workers in cold and deep-freeze storage facilities.
Sadly, Arjo van Tuijl passed away just before the acquisition of the company. However, his final wish was that the brand he had built with such passion would continue to live on. With Cold Tex’s new appearance, we aim to honour this wish and ensure that his legacy is preserved.
A Logo with History
The new logo is much more than just a visual element – it is a symbol. Arjo’s face represents the founding philosophy of the brand and the dedication with which he developed the products. The minimalist design stands for durability and timeless quality. Just as Arjo always focused on the essentials when developing his products, the simplified design reflects this focus.
A New Brand Message
In addition to the logo, we have also revised our brand message. The new tagline "Crafted by Experience." combines functionality with emotional appeal. Our goal is not only to sell products but to strengthen the trust and connection that has characterised Cold Tex for decades!
What Does This Mean for the Future?
The rebranding marks the beginning of a new era for Cold Tex. It is a promise to you that we will uphold the high standards of the past while driving innovation to further develop the brand. With Arjo van Tuijl as the symbol of our brand, we are bridging the gap between tradition and modernity.
We look forward to walking this path together with you and leading Cold Tex into a promising future. Let’s write the next chapters of this brand’s story together!