Alpha Wire, Elizabeth, N.J., has launched a new logo and Web site, as well as reorganized its product portfolio. The new Web site, combined with a redesigned product portfolio, makes it easier for customers to select and specify Alpha cables, tubing, and accessories.

“This is essentially the introduction of the new Alpha Wire,” says Beth Ferreira, VP and general manager of the company. “Through the combination of Alpha, Manhattan, and Dearborn, we recognized the need to reaffirm our value proposition and organize our broad product offering. The launch of the new Web site completes this integration by pulling the product portfolio under the new Alpha Wire brand, while making it faster and easier to spec products with improved navigation, better access to product specifications, and enhanced online tools.”