3M Commercial Solutions Division Absorbs Window Film Business

April 12th, 2017 by Katherine Coig

The 3M Commercial Solutions Division, which houses vehicle wraps and graphics, has absorbed the company’s window film business. The film business was previously a part of its renewable energy division. According to Mark Keesling, U.S. business manager for 3M, the move was due to market trends and an aim to improve sales strategies.

Mark Keesling, U.S. business manager for 3M

“Over the years, the window film business has resided in a number of businesses, and that’s pretty typical,” Keesling explains. “In 2009, the renewable energy division was formed, and that’s where the window film business has resided because, in the corporate world, we’re always trying to find synergies among our products.”

3M’s renewable energy division houses films, adhesives, tapes and labels—similar in application but different in technology, according to Keesling. “What [3M] came to realize was that there was no synergy between those components and their audiences—there was little overlap,” he says. “We weren’t getting the benefit you’d typically want from that standpoint.”

Keesling mentions that the market has evolved, which added to the company’s decision to move the window film business to its Commercial Solutions Division. “The demand for decorative films has really gone up. And on the automotive side, there’s a lot of customization with wraps and restyling. It just made more sense,” Keesling says. He adds that while attending trade shows, attendees that had interest in the company’s window film showed a lot of interest in graphics and paint protection film (PPF) because they have the restyling factor in common.

“There’s much more interaction and synergy, both internally and externally,” Keesling explains. “We’ll have more research and development in this division. It was a much better fit for window film.”

Keesling also says there was some restructuring within the company in order to maximize efficiency. “The programs we’ll come out with, and the sales strategies—if you look at other manufacturers, it will have a similar look to it. We’re pleased with the way it worked out.”

This article is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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