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  • 01 Mar 2019

Werosys rebranded as Refine Finishing

Werosys rebranded as Refine Finishing

Denmark-based finishing machine manufacturer Werosys has rebranded as Refine Finishing.

The new brand name has now been rolled out across all platforms.

As well as a new identity, Refine has introduced a streamlined product program to the label and packaging industry. This remains rooted in the company’s philosophy of smart, software-based technologies and ‘bettering’ the conventional design approach which typically starts with hardware engineering.

Its core product line is Compact, a user-friendly, efficient and productive converting option. The Refine Creative line is a modular and equally intuitive option designed to allow custom configurations to meet the modern printer’s exact production needs and requirements. A third product line, Refine Concept, involves bespoke, engineered projects.

The baseline of Refine’s production involves digital technologies. The company designs machines with a clear focus on automation through Industry 4.0, cloud computing and IoT. This allows for real-time monitoring of machines, full remote control through existing network infrastructures, and consolidation of machine and job data in the cloud. Data is used for problem-solving, preventive maintenance and machine efficiency reports, to name a few.

Henrik Haagensen has been appointed as the first managing director of Refine Finishing.

Bjarke Nielsen, founder and chief technology officer at Refine Finishing, commented: ‘With new structural changes, investments and product lines, we saw it as a natural development to rename the company and create a brand new visual identity.

‘We landed on ‘Refine – The clever way to convert’, and we are really excited about it. Refine is what we do – improve and perfect labels and flexible packaging with intelligent converting and finishing solutions.

‘Moreover, Refine is who we are – free in our approach to converting, rid of unwanted processes, and focused on crafting the solutions that work for our customers.

The new tagline is pretty simple too – our converting solutions are clever – we think software, automation, and efficiency first, and then we physically build the machinery. Not the other way around.’

Read more about the launch of Refine Finishing in Labels & Labeling issue 2, 2019

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The Labels & Labeling global editorial team covers every corner of the world from Europe and the Americas, to India, Asia, Southeast Asia and Australasia with all the latest news from the label and package printing market.

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