Sunnen launches new website as part of brand refresh

Sunnen Products Company has launched a new global website as the keystone of a brand refresh that caps an active period at Sunnen – including the acquisition of BTA Heller, expansion of worldwide manufacturing operations, and entry into the deep hole drilling machines market. The new site incorporates Sunnen’s BTA Heller deep hole drilling tools, as well as the early stages of a new eCommerce platform.

The brand refresh includes a modernized version of the Sunnen logo and a statement of the company’s business philosophy – Partnership, Precision, Performance. The logo is a crisper version of the company’s sun design and shares similarities with earlier versions of the company logo.

“With nearly 100 years in business, there’s a lot of tradition at Sunnen,” says Chris Miltenberger, President and COO of Sunnen. “But our innovation continues. The new logo is a nod to the past while pointing to the future of Sunnen, and the website represents Sunnen as we look today. We’re a global company and our business relationships, customer base, and website reflect that.”  

The new site was designed with the way customers purchase today in mind. With as much as 70% of a customer’s buying journey completed online, Sunnen’s goal was to simplify that process, making it easier for potential customers to find the product, technical, and performance information needed to make their purchase decision, whether that be offline through a sales representative or online ordering.

The web site includes an e-commerce platform for North American customers which is currently in beta testing, with wider rollout expected later this year. The company plans to make most catalog items available to customers who have registered and been validated. 

“Our team has designed an eCommerce portal that is both convenient and safe for our customers,” Miltenberger adds. “Customers can request to be added, and they are verified and approved for entry. Once verified, they will enjoy the convenience of placing new orders or reordering tooling, abrasives, and other consumables directly from the site.”

Sunnen’s core technical competencies include automated and manual honing and lapping systems, custom system development and integration, abrasives, tooling, lubricants, and gaging. The BTA Heller acquisition expanded Sunnen’s honing expertise to include tooling for initial hole creation and other complementary bore sizing and finishing processes.