Top | Brand Alignment | Benefits | What Changes | What to expect | Timeline | Resources | FAQ | Contact us
The next chapter for Alemite and Lincoln
We are sharpening brand focus and optimizing product offerings to better serve distinct markets while supporting business continuity through a phased transition.
Setting the foundation for future growth
Alemite and Lincoln each have over a century of history helping customers fight friction and improve equipment reliability across virtually every market where lubrication is essential.
Over time, each brand has naturally gravitated to serve different applications, industries and customer needs.
Going forward, we’re building on that natural differentiation to sharpen the focus of each brand and optimize the product offerings of each brand.
Creating a clearer, stronger portfolio
We reviewed the full manual lubrication tools and equipment portfolio based on performance, features and customer needs. As a result, we are making the following changes:
Products are being aligned to the brand best positioned to serve their primary market.
Overlapping products are being consolidated to create a simpler, more consistent portfolio and reduce unnecessary duplication.
Products that are no longer required are being discontinued to create a simpler and more focused portfolio.
Note 1: You will continue to have access to rebranded products through your existing Alemite or Lincoln account.
Note 2: You will not lose access to replacement products. Where a recommended alternative is offered under another brand, you will be given access through your existing account.
How the brands are being aligned
Each brand will be aligned with the markets and customers it is best positioned to serve.
Alemite
Alemite is aligned with the needs of industrial and commercial customers, providing comprehensive lubrication and fluid management solutions.
Vehicle service equipment (VSE)
Designed for commercial workshops, service facilities and garage installations.
Industrial applications
Supporting lubrication, fluid transfer and maintenance activities across industrial operations.
Lincoln
Lincoln is aligned with the needs of trade professionals, providing dependable lubrication tools for service, maintenance and repair applications.
Tools for trade professionals
Built for users who rely on lubrication equipment as part of their daily
work.
Automotive, agriculture & heavy equipment
Supporting demanding service and maintenance applications across key industries.
Pumps, reels & grease guns
A focused range of tools designed for reliability, productivity and ease of use.
Brand alignment
Aligning products with the markets and customers they are best positioned to serve.
Clearer brand focus
Products aligned with the needs of each brand's core markets.
Simpler portfolio
Reduced overlap and a more consistent customer experience.
Foundation for growth
Increased focus on innovation, investment, and long-term growth.
Benefits of a clearer brand focus
A clearer brand focus creates benefits for customers, distributors and end users alike.
Clearer positioning
Products aligned to core markets
Complete solutions
Comprehensive solutions for each brand
Better support
Better availability and streamlined stock
Focused innovation
New products, through improved R&D
Fit-for-purpose
Products tailored to customer/market needs
What this means for customers
The brand alignment will bring changes to some products while creating new opportunities and benefits for Alemite and Lincoln customers.
New products
Increased investment in product development and innovation will support the introduction of new products aligned to the needs of each brand's core markets.
Brand transition
To reinforce brand focus, some products will move between Alemite and Lincoln to better align with the markets and customers they serve.
Guardian
Selected Guardian products will transition to the Lincoln brand, while the remaining low-volume products will be retired. Download product bulletin.
Business as usual, with a broader and more complete product range.
No interruption to the availability of high-performance products and bundled solutions.
Access to products previously sold under the Lincoln brand.
Access to a stronger lineup of products that professionals rely on every day.
Continued availability of existing products.
Future access to new products that fill gaps.
Important
Automatic lubrication systems, including Single-line, Dual-line and Progressive systems, are unaffected by these changes.
What to expect
Changes will be introduced in phases over the coming months to help ensure a smooth transition.
Use the Item Look-up Guide to identify impacted products
Changes will typically be implemented by product category
(e.g. grease guns, meters etc.)
Advance notice will be provided before changes are implemented
Support will be available from sales, customer service and technical
service teams throughout the transition
| Activity | Q3 2026 | Q4 2026 | Q1 2027 | Q2 2027 | Q3 2027 | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Air Couplers | |||||||||||||||
| Reels and Related Accessories | |||||||||||||||
| Discontinue; no replacement | |||||||||||||||
| Used Fluid Equipment & Related Accessories | |||||||||||||||
| Fluid Management Systems and Accessories | |||||||||||||||
| Air Line Accessories | |||||||||||||||
| Meters, Control Valves and Related Accessories | |||||||||||||||
| Manual Pumps & Related Accessories | |||||||||||||||
| Series 20, 25, & 40 Pumps & Related Accessories | |||||||||||||||
| PowerMaster III & PileDriver Motors, Pumps, Kits & Related Accessories | |||||||||||||||
| Diaphragm Pumps & Related Accessories | |||||||||||||||
| Grease Guns & Related Accessories | |||||||||||||||
| Hydraulic Motors, Pumps, Kits, & Related Accessories | |||||||||||||||
| Oil Dispensing Equipment & Related Accessories | |||||||||||||||
| H-Pumps & Related Accessories | |||||||||||||||
| Fuel Pumps & Related Accessories | |||||||||||||||
| Material Transfer Pumps | |||||||||||||||
Timing is indicative and subject to change. Customers will be notified before changes are implemented.
Resources and downloads
This brand and product alignment provides the foundation for future growth while helping Alemite and Lincoln better serve their core markets.
To support you through the transition, we've created a range of resources with additional information and guidance.
Brand alignment overview
Frequently asked questions
Frequently asked questions
Overview
How will this affect me?
Some products will be rebranded. Some products will be discontinued with a recommended replacement. Some slow-moving products will be discontinued without a replacement.
Why are the Alemite and Lincoln brands being aligned?
We are sharpening the focus of the Alemite and Lincoln brands by aligning products with the markets and customers they are best positioned to serve.
Download the brand alignment overview presentation. Download the Product Lookup Guide to check whether a specific product is affected and view its current status.
Contact your sales representative to request an impact report covering products purchased within the last 3 years.
Ordering rebranded products
If a Lincoln product is rebranded to Alemite or an Alemite product to Lincoln, will I still be able to order it using my original account?
Yes, rebranded products can continue to be purchased through either a Lincoln (St. Louis) or Alemite (Johnson City) account.
What will happen with the product designation when an item is rebranded?
When a product is rebranded, the product model designation and order number will remain unchanged.
Contact our Customer Service department for additional information.
Product availability and access
How long would an existing branded item be available if it is going to be rebranded?
Rebranded products will continue to be available using the same account and part number.
Will I lose access to any products I currently purchase?
You will not lose access to any rebranded items. Rebranded items can be ordered using the same account and part number. Some slow-moving items that are discontinued without replacement will no longer be available for purchase once inventory is depleted. If an item is discontinued and replaced with an alternative, the alternative will be made available regardless of brand.
Download the Product Lookup Guide to check whether a specific product is affected and view its current status. Contact our Customer Service department for additional information. Contact your sales representative to request an impact report covering products purchased within the last 3 years.
Pricing, freight, and payment terms
How will rebranding or replacing an item with an alternative brand affect my pre-paid freight minimum order requirement?
Rebranded and replacement products will remain available for purchase through either your Lincoln or Alemite accounts. Pre-paid freight minimum order requirements will continue to be based on the terms and conditions of the account used to place the order.
How will rebranding an item affect my price?
Rebranded products will remain available for purchase through either your Lincoln (St. Louis) or Alemite (Johnson City) account. Your net price is not expected to change and every effort will be made to maintain equivalent pricing across both accounts.
Will my payment terms be affected?
No. The brand alignment will not affect payment terms. Existing payment terms will continue to be determined by the account used to place the order.
Contact our Customer Service department for additional information.
PT Place and customer tools
What will happen in PT Place when an item is rebranded?
Rebranded products will remain available for purchase through both the Lincoln (St. Louis) and Alemite (Johnson City) shops in PT Place. Your net price is not expected to change, and every effort will be made to maintain equivalent pricing across both accounts.
How can I get up-to-date information on what will and has changed as a result of the brand alignment?
We will provide a range of resources to help you stay informed and check the status of individual products. These include updates on this landing page, a downloadable product look-up guide, communications through PT Place, and support from Lincoln and Alemite sales, customer service, and technical service representatives.
Contact our Customer Service department for additional information.
Discontinued and replacement Items
Will discontinued and replaced items be automatically substituted?
No. If a replacement product is recommended, it will not be automatically substituted. Customers are responsible for evaluating the recommended alternative and placing an order for the replacement product if suitable.
When will products be discontinued?
The process to remove discontinued products will begin immediately. Once discontinued, products will remain available until existing inventory is depleted.
Contact our Customer Service department for additional information.
Warranty and technical service
How does rebranding a product impact its warranty?
Rebranding is not expected to affect warranty coverage, and every effort will be made to maintain consistent warranty terms.
Where do I call for technical service on each brand?
Technical service contacts differ for Lincoln (St. Louis) and Alemite (Johnson City). For rebranded products, customers may contact either technical service team for assistance.
How long will you offer service parts for discontinued products?
The availability of service parts depends on factors such as demand and inventory levels. As a general guideline, service parts are typically available for 5-7 years after a product has been discontinued.
Contact our Customer Service department for additional information.
Looking ahead
The brand alignment will roll out in phases over the coming months. Our priority is to work closely with distributors to minimise disruption and maintain continuity throughout the transition.
Your sales representative will be available to help guide you through the process and advise on any impact to your business.
