ONE of Colchester’s oldest manufacturing companies has reverted to its original name to “reconnect with its heritage”.

Woods Air Movement had been known as Fläkt Woods since joining the FläktGroup in 2002, but has decided to revert back to its original name as part of a major brand overhaul.

Managing director Steve Chesney said despite changing names almost 20 years ago, many customers still refer to the company as Woods.

He said: “So as part of our dynamic transformational programme aimed at global expansion, we felt it was the perfect time to re-assert our brand as one of the world’s leading fan manufacturers.

“We’re reconnecting our heritage with a fresh and exciting new look that better reflects the innovation and world-leading status of our business, with the support of our colleagues within the wider FläktGroup.”

Woods was founded in 1909 in Colchester as a manufacturer of electric motors and introduced a range of propeller fans in the 1920s.

Over the years, Woods evolved into the design and manufacture of axial fans, developing the first aerofoil axial blade design.

Woods Air Movement today offers one of the world’s largest ranges of certified axial fans.

The company headquarters has a factory in Colchester and produces more than 82,000 fans annually for the global market.

The company is also growing across the US, where it re-entered the market in 2019.

It also has a manufacturing base in India.

“We now have our sights set firmly on the future and will use our revitalised brand to enter new markets and re-enter countries where our business was historically strong,” added Mr Chesney.

To create its new brand identity, Woods Air Movements’ senior management team enlisted the help of an external brand development agency.

Mr Chesney said: “Although we’ve been trading for over a century and have adapted our name over the years with changes of ownership, the name Woods has remained strong throughout.

“We have re-energised our brand while retaining our strength as a world-class producer of great products.

“We will use this new look to propel us into the future.