Bladeplay Becomes Grindworx in Total Brand Overhaul

Lehi, Utah - March 29, 2018 - Bladeplay, an online knife retailer based in Utah, announced they will change their brand name to Grindworx. The new name is part of a complete rebranding of Bladeplay knives in an effort to better capture the brand’s goals, message, and culture.

Since 2003, Bladeplay.com has been a haven for people who love knives—as everyday tools, for recreation, and as an expression of their personality and lifestyle. The retailer got its start when a college student began selling knives online, hoping to cover the payments on his car. In their reviews, fans of the brand say that they love the variety of styles available, the affordable prices, and fast shipping.

Grindworx previously used OEM manufacturing to build its own brand. The current line of Grindworx tools complements Bladeplay’s line of affordable automatic pocket knives, butterfly knives, Italian stilettos and OTF knives, and other tools. The two brands will now operate as a single operation.

“The name ‘Bladeplay’ has served us well over the years, but it’s time for a new chapter,” said Mark Christensen, CEO. “We’re using this opportunity to revamp not just our name, but our entire brand. By merging Bladeplay and Grindworx, we’ve created a single brand that will propel us into the future. We’re excited for this new identity.”

Visitors to the new Grindworx.com will find the same great selection and value found in the Bladeplay.com store, with a new and exciting retool.

Visit www.grindworx.com to begin exploring the new brand.