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New brand identity for McCloskey Washing Systems

MWS Equipment

Global evolution of wet processing equipment business as its profile and market grow

DUE to dynamic expansion and realignment of McCloskey International’s washing division (McCloskey Washing Systems), the business unit has announced a new brand identity that will support its evolution and re-emphasize its commitment to the wet processing sector. The business will move forward under the new brand of MWS Equipment.

McCloskey say the professional profile of their washing division has grown and evolved over the last five years, and the new brand and alignment reflects a commitment to the future and to customers seeking leading-edge products and services to grow their business.


In order to position the brand for long-term success within its market, MWS Equipment will operate as an independent business unit of Metso Outotec, extending the brand’s reach in delivering world-class products and service globally.

The strategy is driven by partnership with organizations around the world, at a regional level, that are best suited to deliver tailored solutions and ongoing service to MWS Equipment customers.

The new design and colour scheme is said to reflect the brand’s maturation and evolution as an industry leader, not only for its product offerings, but also for the network it has built over the past few years.

Ben Frettsome, product line manager at MWS Equipment, said: ‘I’m delighted with how our business has progressed in recent years. We have repositioned our route to market along with increasing our design and manufacturing capabilities.

‘With the strength and depth in our leadership team, we are now aligning our brand to allow for the next chapter of our development and growth.’

MWS Equipment’s strategy is to partner with companies that have the expertise and specialized capabilities in application, installation and aftermarket support of wet processing equipment in order to deliver not just a product, but a long-term solution to the customer.

Toni Laaksonen, senior vice-president of McCloskey International, said: ‘The new brand identity is an exciting milestone. We continue to invest in our business through delivering industry-leading products and adding maximum value to our customer experience.’

Mr Frettsome added: ‘We are delighted to announce our new identity. The rebranding of MWS has been in development for some time and will now allow for the business to partner with the best-suited organizations across the world.

‘We are very optimistic about the future of MWS Equipment and the strong position we are in going into 2021. We have an exciting list of product introductions and strong partnership announcements coming over the next few months.’


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