BROXO, a prominent name in European water treatment salt, has completed a brand refresh that marks nearly 100 years of work in the water softening sector.
BROXO sits within Hengelo Salt Specialties and Mariager Salt Specialties, two companies that form part of Groupe Salins, headquartered in Clichy, France. For more than 100 years, the brand has supplied premium vacuum salt to professional water treatment operations across Europe.
The salt BROXO produces starts in underground caverns in the Netherlands and Denmark, where high-purity vacuum salt is extracted. Dutch processing facilities turn this into briquettes, tablets, and specialist grades suited to water softening applications. With sodium chloride purity at 99.9% and very low calcium and magnesium levels, BROXO places itself among the top quality salts on the European market.
In water softening systems, the salt carries out the regeneration of ion exchange resins, removing calcium and magnesium from the water supply. This prevents limescale from collecting in pipes, heating systems, dishwashers, and industrial installations. Industrial users benefit from lower energy consumption, fewer maintenance requirements, and more stable day-to-day operations as a result.
The brand refresh works to clarify and reinforce BROXO’s visual identity, making its colours, assets, and brand language more recognisable and consistent. The updated design reflects both where the brand has come from and where it is heading in the European market.
“BROXO has been a leader in its segment for over 100 years. This refresh is about returning to our core strengths: quality, reliability, and consistency while modernising how we present ourselves to the market,” says Nico Basson, Segment Marketing Manager Water & Retail Products. “We are building on a strong foundation and preparing the brand for continued growth.”
Restaurants, hotels, commercial buildings, and industrial operators that rely on water softening systems make up BROXO’s core customer base today.
About BROXO is a brand of Salt Specialties which is a part of Groupe Salins, one of the largest salt producers in Europe. The French group has existed for more than 160 years and currently employs approximately 2,200 people worldwide.
