BIP unveils new CEO and logo for NASL
Building Industry Partners (BIP) has introduced a new logo for its North American Specialty Laminations (NASL) business.
NASL is the new brand logo and corporate positioning of Source Cut Industries and SourceCut West, formerly Haida Industries, and all future acquisitions. All future acquisitions will also be converted to the NASL brand. SourceCut and Haida were acquired by BIP last year and packaged into NASL.
Based in Osseo, Wis. NASL is a portfolio company of the Boston-based private equity investment firm Building Industry Partners, NASL is a profile wrapping, and specialty manufacturing company serving the window, door, cabinet, furniture, and architectural millwork industries.
Additionally, NASL has rolled out a new slogan for its operations along with appointing new CEO of the company: Doug Rende.
“In support of our vision as the North American leader in differentiated lamination solutions to the building products industry, our new brand mark and tagline 'We’ve got you covered,' helps to convey our mission to consistently challenge the status quo, in the development of value-added products and business solutions to meet the evolving needs of our customers,” said Doug Rende, CEO, NASL.
With over 30 years of executive leadership experience, Doug has driven successful organic and acquisitive growth strategies, sustainable branding initiatives, and digital transformations in the consumer durables, construction, and building materials industries, BIP said. In his previous role as senior vice president of Tremco Construction Products Group, he spearheaded the integration of six new and existing companies under the newly created Tremco CPG brand position.
“The opportunity to work with BIP and the value of their unique industry and people-focused mission, along with the expertise of the NASL team in delivering fully integrated lamination solutions across North America has guided my enthusiasm for this exciting new role,” said Rende said.
Commenting on the new logo and branding moves, NASL Chief Operating Officer Zach Wiedenhoeft noted that the company is poised for additional growth.
“In what has historically been a highly fragmented industry segment, NASL is committed to being the single-source solution to their customers' lamination and fabrication needs,” said Wiedenhoeft. “The NASL brand promise is supported by continuing acquisition and greenfield investments expanding our manufacturing footprint, with unique lamination capabilities enabled by over 20 years experience in serving the door, window, cabinets, case goods, and furniture markets,”
Founded in 2008, BIP has helped launch some of the industry’s biggest players, including U.S. LBM Holdings, Kodiak Building Partners, United Cabinet Holdings, Rugby Architectural Building Products, Homewood Holdings, and U.S. Fence Solutions Co / Binford Supply.
