Reliant Partners with NorAM to Offer Fuel-Saving Powder Coating Equipment

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Reliant Finishing Systems and NorAM Inc. announced that they have reached an agreement to share technology related to the high-performance heat units unique to their competing powder coating and painting equipment brands. Reliant has already made changes to their industrial ovens in order to fully exploit the extreme fuel savings of the NorAM-designed heat systems and will begin selling the upgraded models later this month.

Reliant's New Heat Systems Offer Significant Savings For Industrial Applications

Reliant's rapid growth is linked to the market's demand for greater fuel efficiency. By sharing their heat system technology, NorAM has helped us produce impressive new products. Reliant's powder coating ovens offer energy savings that can't be ignored.

Reliant Finishing Systems is upgrading their popular industrial oven line with an ultra fuel-efficient heat system developed with the help of their competitor, NorAM Inc. The two companies have partnered on the project to jointly promote their unique energy-saving designs and continue their mutual growth as U.S. manufacturers of capital equipment for the finishing industry. The new heat systems are exclusive to the Reliant and NorAM brands ( and

Both companies anticipate increased brand awareness within the finishing community. As Reliant's upgraded ovens become operational, end-users should have proof of the benefits of the proprietary heat systems. Reliant and NorAM both expect to gain new clients in the industrial, aerospace and automotive markets as a result of their joint efforts. Upcoming ad campaigns will target end-users who want to maximize their fuel savings without reducing productivity. "In-house testing indicates that the new ovens typically use less than half the fuel of similar products already on the market," said Mr. John Thomason, Reliant's Production Manager.

Mr. Chris Davis, President of NorAM Inc., sees increased opportunities for both companies in the future. "Brisk sales in the first quarter of 2010 helped reconfirm that there is a strong demand for equipment that uses less energy to get the job done. NorAM and Reliant have both enjoyed healthy sales numbers, even though we were sometimes vying for the same customers," he said. "The new Reliant oven's performance is incredible. By cooperating instead of competing, our companies got the chance to pool resources and quickly make a big leap forward in terms of heat system efficiency." Both companies have already seen strong interest in the upgraded ovens from industry insiders and potential OEM/PBL clients. Mr. Davis added, "Everyone involved, especially the end-users, will benefit from this collaboration."

The heat system resulting from the NorAM/Reliant collaboration has many advantages over systems typically used within the industry. It features a forced-induction "Jet Fire" burner that will be offered only by Reliant and NorAM. The burner is mated to a large, tunnel-shaped heat unit that includes an integrated support frame, oversized combustion chamber, stainless steel liner, and a significantly more robust fan drive than previous models. Also, key components are accessible from the exterior of the heat unit, reducing maintenance costs.

The combination of premium components and state-of-the-art burner technology has always been successful for NorAM. Mr. Harold Davis, NorAM's founder, recalled the attention given to their first direct-fired heat system that relied on forced induction of cool air. "In late 2000 we were at the largest trade show of the year. We were ushering people through our booth and the crowd started getting testy because engineers from other companies were elbowing past the attendees to take pictures of the gas train and controls we were using. In the 20-plus years I've been going to these shows, I've never seen anything like that happen before or since," he said. The NorAM systems have gone through several improvements over the past ten years. The newest versions include technology that makes them more reliable as well as more fuel efficient. "The systems we have just developed are perfect for integration with both NorAM's and Reliant's finishing equipment. The heat unit variants are all built for specific applications. They can be used on industrial ovens, heated industrial paint booths, automotive paint booths, powder coating systems, and a variety of other curing enclosures. Plus they are all ETL listed and can be mated to our ETL listed controls," he added.

Reliant's President, Mr. Michael Schuerer, agrees that the new technology is a potential game-changer. "Reliant's rapid growth is linked to the market's demand for greater fuel efficiency. By sharing their heat system technology, NorAM has helped us produce impressive new products. Reliant's powder coating ovens offer energy savings that can't be ignored. I am very pleased to have NorAM as a partner for future ventures instead of as a rival. Our companies both value intelligent design and premium performance instead of price point, so we have seen other companies respond with lower cost look-alike equipment that has roughly the same appearance as our products, but with significantly inferior performance. I think that after comparing the similar paths our companies have traveled, us working together doesn't seem surprising at all. In the future, Reliant will focus on industrial ovens, powder coating equipment and related products. NorAM will focus on spray booths for use with conventional and waterborne paints, retrofit heat systems for existing paint booths, and related prep and finishing equipment," he said.

Beginning in April 2010, over 150 Reliant oven models, primarily those designed for curing previously-applied powder coating media, will be available with the upgraded heat systems.

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