Every LIBERTY business will align under the LIBERTY brand and share a common purpose, while the transformation program modernises and strengthens LIBERTY’s Australian operations.
LIBERTY is Australia’s largest manufacturer of steel long products, the largest distributor of steel and reinforcing products and operates a leading metals recycling business.
From September 2018 our Australian businesses will be united under the LIBERTY banner, with branding that creates a strong, unifying identity. The businesses you interact with will see changes to their names:
- Whyalla Steelworks will become LIBERTY Primary Steel
- Liberty OneSteel, Liberty OneSteel Reinforcing and Liberty OneSteel Metalcentre will become LIBERTY Steel, LIBERTY Reinforcing and LIBERTY Metalcentre respectively
- Liberty OneSteel Recycling will be known as Liberty Recycling.
The new LIBERTY brand, with its unifying identity, will reinforce our core values of Family, Sustainability and Change.
Beginning in September, all LIBERTY sites across Australia will be re-branded with a fresh look and feel. This rebranding is expected to be completed by mid-2019.
We are proud of the significant progress we have made as an organisation since joining the GFG Alliance. Our new LIBERTY brand celebrates our achievements and creates a springboard for future growth. We pay tribute to and thank our customers, suppliers and staff for their ongoing contribution to the success of this great organisation.
Read more about LIBERTY In Australia:
About GFG Alliance
The GFG Alliance is an international group of companies that work for tomorrow’s generations as much as for today’s. On a planet of limited resources, increasing population and with cycles of prosperity and recession, we place great emphasis on making our enterprises both resilient and sustainable. With a range of physical assets and human resources spanning over 30 countries and over 250 sites, our business is constantly growing and evolving in pursuit of our corporate vision.
The Liberty brand is a symbol of industrial revival, low-carbon solutions and powerful change, and represents our distinctive business model of transformation, innovation and growth. As the next step in its evolution, the Liberty brand and its purpose will now be aligned across all our businesses in Australia and around the world. The flame, the symbol of the GFG Alliance, emphasises the shared direction and purpose of all our companies.
Liberty has undertaken a transformation and investment program in Australia. Several initiatives have already been implemented to modernise and strengthen our businesses, including major investments to expand steel production and build renewable energy capacity.
We have announced an ambitious $1 billion investment program at our Whyalla Steelworks and initiatives across our east coast steel businesses to expand production capacity and transform operational performance to meet the needs of the growing Australian infrastructure and construction market. In line with our sustainable practices we have introduced roof-top solar power installations at a number of our sites to reduce our reliance on carbon-intensive energy.