On 26 February 2015, Sateri Holdings Limited, one of the world’s leading producers of specialty cellulose, has undertaken a corporate rebranding initiative upon the sale of its viscose staple fiber operations in China. Reflecting its new focus as a global pure-play dissolving wood pulp producer, it has a new corporate name – Bracell Limited – and a new corporate logo.
The green upward stroke on the first letter “b” in the new logo embodies the motivation and trend of growth of the company while at the same time championing environmental responsibility and sustainable development. The rounded corners of the logotype exemplify the natural and comfortable features of its end-products.
Bracell’s main operations in Brazil consist of over 150,000 hectares of eucalyptus plantations which fully meets the wood requirements of its mill, the third largest dissolving wood pulp producing facility in the world. The products are natural raw materials and vital ingredients to multiple items in our daily lives from textiles, baby wipes and eyeglass frames, to soft ice-cream, sausage casings and pharmaceuticals, as well as industrial products such as high-performance tire cords.
Bracell places great importance to its social and sustainability responsibilities. It values the relationships with the local communities and recognises its responsibility as a stakeholder in the local communities to conduct business in a sustainable way.
With the completion of the sale of the viscose staple fiber operations in December 2014, Bracell will concentrate on its dissolving wood pulp business, particularly the high-value specialty grade market. Because of the very high purity of its product, and its widespread demand in a variety of industrial applications, the dissolving wood pulp division promises to deliver the best return on investment to shareholders. In addition, because of the multiple difficulties associated with entering this tightly focused market, Bracell is well positioned to increase its dominance of the industry.
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