High Bar Brands (HBB), parent company of Panelite, has launched two new stainless steel subbrands, Elite and Select, designed to deliver greater choice, flexibility and value to the heavy-duty aftermarket.
The new Elite line features premium 304 stainless steel, renowned for its corrosion resistance and long-lasting durability, while the Select line introduces a cost-effective 430 stainless steel option to meet the demands of cost-sensitive markets.
According to company leaders, the launch reflects direct customer input.
“More than a year ago, we began surveying our customers to better understand their needs,” says Steve Hansen, HBB vice president of marketing and communications. “Based on that feedback, we expanded our offering to cover both 304 and 430 stainless steel options. With two distinct product lines, we can deliver a broader range of solutions and ensure we’re meeting the needs of every customer.”
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Project Engineer Mat Tondat adds, “A northern customer is going to prioritize corrosion-resistance because they need products that withstand harsh winters, but that isn’t as critical in areas where road salt isn’t used. Elite and Select ensure we have the right options for every market.”
The dual-line strategy also is part of a broader HBB commitment to become the supplier of choice across all markets, the company says.
“It’s a deliberate, strategic move,” says ChristopherThorpe, president and CEO at HBB. “430 Select is a widely used material in the industry, and many customers specifically request it. By offering both materials, we support dual-sourcing needs — including OEMs — without leaving the door open to competitors.”
For distributors, HBB says the new lines simplify sourcing while reinforcing HBB’s ‘one-stop shop’ value proposition.
“Previously, many distributors had to dual-source stainless steel products since we only offered 304,” Hansen says. “Now, with both 430 and 304 available directly from HBB, they can consolidate their purchasing while maintaining the quality and service they’ve come to expect. End-users also benefit from greater choice without compromising on performance.”
“This launch covers the bulk of aftermarket needs, giving distributors a clearer sales story and end-users confidence they’re getting the right product at the right price,” adds Jim Richards, vice president of operations at HBB.
The rollout will be phased, with full line availability expected by year-end and a major promotional push at the aftermarket’s biggest event, HDAW, in January.
“Elite and Select are only the beginning, with more launches ahead to keep broadening the ways we support the aftermarket,” Richards says.
Hansen concludes, “With new truck models being released every year, we’ll continue building on the Elite and Select product lines. This is not just a one-time launch — it’s the start of an ongoing commitment to meet the evolving needs of the market.”
