FireGlass Joins New Umbrella Brand Saverto: svt Group Realigns International Brand Strategy.
Oldbury, 3rd June 2025 – The svt Group, a leading provider of passive fire protection solutions across Europe, is consolidating its international product division under the new brand Saverto, which also includes FireGlass. This new brand architecture strengthens the company’s international positioning in the sector of fire safety glass and establishes a cohesive, future-oriented brand landscape for passive fire protection across international markets.
Brand Identity and Market Positioning
The name Saverto is derived from “to save” and “to avert,” encapsulating the core values of the product division: safety, reliability, and structured solutions. The new brand architecture enhances Saverto’s international visibility, providing customers with clear orientation, a distinct market position, and direct access to trusted product brands across all segments.
FireGlass Within the Saverto Brand Portfolio
FireGlass has long been recognised for its expertise and proficiency in fire safety glass and plays a central role as a core brand within the international Saverto brand portfolio. As part of the rebranding, FireGlass is adopting a modern brand identity featuring a new logo. This incorporates the Saverto flame as a cohesive design element, emphasising its affiliation with the new brand architecture. The product portfolio, key contacts, and service offerings will remain unchanged. The former holding company, Technical Fire Safety Group, will henceforth operate under the name Saverto UK.
“With Saverto, we are establishing a strong and cohesive platform for our portfolio of product brands. The new structure enhances visibility and provides our customers with clear orientation“, states Jens Reiners, CEO of Saverto and svt.
“The introduction of the unified umbrella brand Saverto marks a significant step forward. By bringing together well-established brands, we are creating new opportunities for our customers and laying the foun dation for continued, sustainable growth“, comments Neil Tilsley, COO Saverto Glazing.
“We remain fully committed to our growth strategy and excited about what this next chapter brings. As part of Saverto, we look forward to strengthening our international partnerships and continuing to deliver outstanding service to our customers.” Sean Haynes, Managing Director, Fire Glass
Further Information: For more details on the new brand structure, please visit: www.saverto.com
Please share on your network:
