Affinity Tool Works LLC, a privately-owned tool company based in Troy, Mich., is rebranding its established product lines as Bora Portamate to reflect one, cohesive category brand. The announcement coincides with the company’s acquisition of Centipede Tool LLC of Wiliamsburg, N.M., manufacturer of the Centipede Support System.
Under the new branding, PortaMate products and Centipede Tool’s work stations will be combined, along with the Bora Tool line, into Bora Portamate as the main overarching brand for the company. Affinity Tool Works will become a separate division as the exclusive U.S. distributor for HTC, Tormek, Sjobergs and FISCH.
“Bora Tool carries significant recognition for consumers and in the marketplace as a trusted, reliable brand and the rebranding direction better defines our company to our customers in a crowded and competitive tool line space,” Todd Gluski, brand manager for Affinity Tool Works and Bora Portamate, said in a statement.
“With the addition of Centipede Tool’s portable work stations to our product mix, Bora Portamate expands our distribution channel both domestically, internationally and further establishes our position in the marketplace as a leading provider of innovative tools and accessories.”