One company – two brands

Following the acquisition of Gerhardt by RotoMetrics, the company plans to harness the technology resources of both brands in its future product development. Carol Houghton reports

At Labelexpo 2010 rumours were rife about the acquisition of Gerhardt International by RotoMetrics. The philosophy was indeed in place and two months into the transaction, the directors of both companies are confident about their decision. L&L was given an exclusive tour of the Aldridge, UK production facility, focusing on the industrialization and expansion of the Gerhardt production process and ongoing technology advances of flexible die production for both the RotoMetrics and Gerhardt brands.

Gerhardt had been in discussions with RotoMetrics for some time, having recognized the need for a partner to help it become a fully global company. Klaus Damberg, formerly Gerhardt group managing director and now RotoMetrics European managing director, emphasizes that the acquisition was not a cost cutting exercise but a way of ‘bringing the two industry founders together to create a market leader.’

Now one company with two brands, RotoMetrics has 950 employees and operations in 17 countries. All Gerhardt equipment and staff from Castle Donington in the UK have been relocated to the RotoMetrics facility in Aldridge. ‘The people, brands and products are all still intact,’ says Damberg. ‘There have been no casualties. Nothing has been taken away, only value has been added.’ The acquisition has been a soft, logical integration, which maintains the identity of both companies. Michael Bryant, president and CEO adds: ‘This is the best of both worlds. RotoMetrics now has a better geographical baseline and has gained a platform to enter new end markets. The market sales channels have not changed.’

There are now 230 members of staff working at the Aldridge plant, across the combined production line. The company is proud of how quickly the Aldridge line was launched: ‘The transaction closed on Friday April 8 and on Monday 11 we were producing Gerhardt dies off the prior line and under one roof,’ says Jonathan Park, RotoMetrics Europe operations director.

‘With parallel production lines and the ability to draw from the experience and R&D of both brands, RotoMetrics' Aldridge facility has the goal to be not only the largest in capacity but also the most progressive in meeting evolving customer needs.’ Following the successful relocation, Damberg asserts: ‘We have maintained the strengths of both companies.’ The vision now is to use dual branding to roll out new products with a global presence whilst remaining locally engaged. Adds Michael Bryant, ‘the next step is innovation and this is the part we are really excited about.’

With access to the full product offering of both brands, RotoMetrics is now moving forward aggressively with new flexible die technology development backed up by high levels of onsite support. More sales resources will enable the company to penetrate new market segments such as medical, electronics, industrial, non-woven and hygiene. It is also looking at possibilities beyond the label such as package printing, as well as growth in the more mature tooling markets.

The company’s core geographic strength is in North America and Europe, but it has seen rapid growth in emerging markets such as the Middle East, Africa and Eastern Europe. RotoMetrics recently opened a facility in Bangkok and has hopes for further significant growth in both Northeast and Southeast Asia. Supporting this global growth is further investment in RotoMetrics’ US-based Converting Technology Center.

Pictured: The RotoMetrics International manufacturing facility in Aldridge, UK

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This article was published in L&L issue 4, 2011.