BROXO, a well-known name in European water treatment salt, has carried out a brand refresh that reflects its work in water softening spanning nearly 100 years.
BROXO is part of Hengelo Salt Specialties and Mariager Salt Specialties, two companies within Groupe Salins, headquartered in Clichy, France. Over more than 100 years, BROXO has maintained a strong reputation by delivering premium vacuum salt to professional water treatment operations across Europe.
The brand draws its salt from underground caverns in the Netherlands and Denmark, where high-purity vacuum salt is extracted. In the Netherlands, this salt is processed into briquettes, tablets, and specialist grades for water softening. BROXO achieves 99.9% sodium chloride purity with very low calcium and magnesium content, which places it at the upper end of market quality.
Inside water softening systems, the salt regenerates ion exchange resins that pull calcium and magnesium from water. This process stops limescale from accumulating in pipes, heating systems, dishwashers, and industrial equipment. For industrial operators, sound water softening reduces energy use, lowers maintenance frequency, and protects the efficiency of their systems.
The refresh focuses on reinforcing BROXO’s identity and making its colours, brand assets, and visual language more consistent across the board. The updated presentation links the brand’s deep roots to its current and future activity 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.”
BROXO continues to work with restaurants, hotels, commercial facilities, and industrial operators who depend on water softening systems to protect their equipment and processes.
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.
