Barco Products Unveils New Brand Identity, Signaling Next Phase of Growth

BATAVIA, Ill.--(BUSINESS WIRE)--Barco Products, a leading provider of commercial outdoor furnishings, park amenities, and traffic safety products, today announced a bold new brand identity and unified company structure designed to accelerate growth and deliver a more seamless customer experience. The transformation brings multiple legacy brands and websites together under the Barco Products name, creating a single destination for durable, design‑forward solutions at BarcoProducts.com.​

“This new brand identity marks the start of Barco’s next chapter,” said Pete Chatel, CEO of Barco Products. “By unifying TreeTop Products and KirbyBuilt under the Barco Products name, sharpening our focus, and investing in our people and products, we’re positioning Barco to grow, to serve more markets, and to create outdoor spaces that people truly love for decades to come.”

Unified Brand, One Destination

Founded in 1985, Barco Products has grown into a trusted designer, manufacturer, and marketer of commercial site furnishings and traffic control products serving customers across North America. As part of the rebrand, multiple legacy websites have been consolidated into a single, easy‑to‑navigate digital destination at BarcoProducts.com, giving customers a more cohesive, intuitive way to shop the full portfolio.​

The new brand identity will come to life across every touchpoint, including marketing collateral, trade shows, catalogs, the website, video, and internal communications. Customers will see a refreshed look that includes a jewel‑toned color palette, styled photography, modern typography, and a new tagline: “Built to Love. Made to Last.”, all anchored by a logo that conveys careful construction, trust, and quality.​

Evolved Role for KirbyBuilt

As part of the rebrand and consolidation, KirbyBuilt has been repositioned as Barco Products’ exclusive U.S.‑based manufacturer of recycled plastic products, located in Waukesha, Wisconsin. KirbyBuilt received a refreshed logo aligned with the Barco master brand, featuring a box‑like structure with reversed lettering and an earthy, neutral color palette that reflects its craftsmanship and connection to outdoor spaces.​

Many of Barco’s products are manufactured using recycled plastic and are backed by some of the industry’s longest warranties—up to 50 years—underscoring the company’s commitment to quality, durability, and customer experience. These long‑lasting products support customers who want solutions that look great, perform in demanding environments, and reduce replacement and maintenance cycles over time.​

Momentum Under New Ownership

Barco Products was acquired by Argosy Capital in 2023, marking a new chapter of investment and strategic focus for the company. The rebrand aligns with Argosy’s growth plans and highlights Barco’s commitment to expanding its reach, modernizing its digital presence, and sharpening its go‑to‑market strategy.​

“Our rebrand is essential for Barco’s continued success,” said Kristin Kaplan, Senior Vice President of Marketing. “This transformation goes beyond a visual update—it represents a reset of our strategy, the markets we’ll serve, and how we’ll get there. With new leadership across our corporate and manufacturing teams and a refreshed go‑to‑market strategy, this new brand positions us to springboard into 2026 with momentum and excitement.”

About Barco Products

Barco Products is a designer, manufacturer, and distributor of commercial outdoor site furnishings and traffic control and safety products. Headquartered in Batavia, Illinois and founded in 1985, Barco offers a wide range of commercial products—including picnic tables, benches, and waste receptacles—many made with recycled plastic and backed by industry‑leading warranties. Learn more at https://www.barcoproducts.com/barco-products-brand-announcement.