The Founding Journey of REBO
The Foundation of KERUI
Founded in 2004 in Xinmi City, Henan Province, China, KERUI Refractory Group was built not only to pursue excellence in quality, but to achieve breakthroughs in scale and global reach.
Over the following two decades, KERUI grew into one of the TOP3 recognised brands in China refractory industry. KERUI established a modern manufacturing base covering 70,000 ㎡, achieved an annual production capacity exceeding 280,000 tonnes and earned the trust of partners across 50+ countries and regions worldwide.
The Founding Journey of REBO
Going Global
The journey toward the internationalization of KERUI Group has achieved remarkable partnerships with the world’s most demanding industrial operators. These partners span steel, aluminium, cement, and petrochemical sectors, and include industry leaders such as POSCO, Arcelor Mittal, Alba, RUSAL, NLMK, CHALCO, Calderys etc.
The partnership gave us more than just project portfolio, they have enabled us a ground-level understanding of what global customers actually need: uncompromising quality, reliable performance and a partner who can communicate fluently in both technical and culture.
The Founding Journey of REBO
Birth of REBO
As global markets evolved, KERUI Group made a highly forward-looking strategic: to establish a subsidiary built exclusively for international business, which is agile, efficient and fully serves worldwide markets. Built from fresh, this subsidiary operates to international standards and draws on global talent.
This strategic finally took the form of REBO. The brand officially launched in 2026. Backed by the full manufacturing strength of KERUI Group, REBO is built to move in step with global markets and respond to customer needs with speed and precision.
Founder’s Philosophy
At REBO, we firmly believe that the essence of business ultimately lies in “people.” A great company is built from the inside out. Our founder established this company with a simple yet powerful belief:
“Treat your employees well, and they will take good care of your customers.“
In team cooperation, REBO is committed to creating an environment where every member can grow professionally, advance in their career, earn fair reward and build a better life through their own capabilities. That sense of belonging and pride flows directly into every product we manufacture and every customer relationship we maintain.
In customer service, REBO channels that same energy into one purpose: not just selling refractory products, but delivering refractory solutions that genuinely solve problems and becoming a trusted long-term partner our customers can rely on.
Songchen Wei
Chairman of REBO
REBO Approach — A New Standard for the World
REBO was founded to challenge convention and break the way that things have always been.
We built something entirely new: an internationally oriented team operating to global standards — in quality, communication and professional conduct. REBO commitment is to serve clients exactly as they expect to be served: professionally, responsively, and with complete transparency.
Every touchpoint is built around what customers genuinely need from technical consultation & custom product configuration, quality assurance, export documentation, to packaging & after-sales support.
REBO Vision and Outlook
The global high-temperature industry is constantly evolving, and its demands are rising with it. The refractory partner they need is not simply a materials supplier. It is a partner who understands their processes, anticipates their challenges, and grows alongside them.
The REBO we are building will be the most trusted refractory partner for high temperature industries worldwide. When customers across Europe, the Middle East, Southeast Asia, Africa and beyond seek reliable support for their high-temperature operations:
REBO will be the first choice.