Launch of Truline Systems is a Step ‘Back to the Future’

Truline Systems is the fresh new name in the partitioning and doors industry. The Apollo Park site of SAS International is getting a refreshed brand to generate demand and increase awareness. Truline Systems represents a step ‘Back to the Future’, harking back to the strong, engineering heritage of the company.

The business has recently achieved significant growth to its partitioning and door systems product range, which is available exclusively through a network of distributors and resellers. This growth has seen the need to establish a strong brand identity and easy-to-access information for customers. The result is Truline Systems – a brand and a platform for growth and expansion of new products and solutions to support its partner customers.

A heritage of design and engineering going back over 40 years is embodied in the name Truline, which represents a significant legacy as the name of the company’s original Birmingham fabrication business, Truline Ceiling Products Ltd, purchased in 1981 by Eddie McElhinney the founder of SAS International. This brand is now reinstating its presence in the interiors market, at the same time as launching a contemporary collection of new acoustic and glazed products, backed up by independent performance certification.

To support the launch of this new identity, Truline Systems also launches a new website – trulinesystems.co.uk – and a brochure featuring the full range of products. Over the coming months the website will be enhanced and expanded to provide a wealth of support materials and inspiration for designers, installers and distributors.

Explaining the decision to launch Truline Systems, General Manager Stuart Heston said “Apart from our customers asking for branded support material, we wanted to emphasise the difference between the channel for our partitioning and door products with that of the SAS International ceilings brand. Truline became the logical choice, with its Midlands manufacturing roots and the legacy of the brand. I am convinced that the renewed image as Truline Systems helps us to differentiate both our product offering and our route to market”.

Despite all the visible changes, the heart of Truline Systems remains the dedicated team of employees, many of whom have long service with the company. This has created an enviable foundation and basis for the company’s culture – a focus on customer service, expertise, unrivalled knowledge, technical support and manufacturing & delivery with pace – to ensure customers remain delighted at every touch point when working with Truline Systems.

Relaunching today (25 April 2023), Director Ann Fisher summed up what the new brand means: “This is an exciting new venture for all our staff and better provides our customers with the transparency of information and service we strive to offer. Our team has worked hard on the rebrand and will be continuing the efforts to further develop the reputation of our service and products going forward.”

From its new strong and clear foundations, Truline Systems is firmly set for further expansion, with additional new products already in the pipeline. The business truly is heading ‘Back to the Future’.