KwaZulu-Natal, South Africa has been the home of NUVO™ Holdings, formerly known as The Natal Rubber Group, since the mid 1970's. With an affinity toward innovation, the group has advanced and, since new ownership grasped hold of the reins in 2008, its progression has not only lead to investment in new technology and equipment but in the actual brand ideology and identity itself. In early 2015 the company adopted the name NUVO™ as a representation of their progress and ability to break new ground in the rubber industry.