In conversation with LNME, Pieter Feenstra, CEO EMEA, focuses on Addverb’s charting success…
Established in 2016, Addverb is a global leader in robotics and automation, operating across India, North and South America, South-East Asia, Europe, the Middle East, and Australia. Specializing in industrial robot technology and automated warehousing systems, the company offers solutions aimed at enhancing material flow management. Their comprehensive services, spanning discovery, design, deployment, and ongoing support, have benefited numerous clients including Hindustan Unilever Limited, PepsiCo, the Coca-Cola Company, Marico, Johnson & Johnson, and ITC Limited.
Addverb boasts a diverse product lineup, comprising both fixed and flexible automation systems including Autonomous Mobile Robots, Sorting Robots, Automatic Storage and Retrieval Systems, and Picking Technologies. Supported by enterprise software, these offerings enable the company to deliver unique and tailored solutions to its clientele.
Pieter Feenstra’s journey in warehouse automation spans decades, beginning as a project engineer at Swisslog and culminating in executive roles across Europe and Australia. With over 30 years of experience at Swisslog, he later transitioned to Körber Supply Chain, serving as CEO in various locations including Portugal, Germany, and the USA. In 2022, Pieter embarked on a new chapter, joining Addverb to spearhead its expansion across the EMEA region. While headquartered in the Netherlands, Addverb also boasts a strong presence in the UAE, reflecting its global reach and commitment to innovation in automation.
Standing Out!
Addverb stands out in the industry by consistently pushing the boundaries of innovation and prioritizing customer satisfaction. What sets them apart is their unique ability to offer a diverse range of solutions, from traditional fixed automation like conveyors and cranes to cutting-edge flexible automation like Autonomous Mobile Robots (AMRs) and Sorting robots. Unlike competitors who focus solely on specific products, Addverb delivers comprehensive solutions that seamlessly integrate both fixed and flexible automation, all managed by their proprietary software suite. This holistic approach ensures that clients receive tailored solutions that address their specific needs while maximizing efficiency and productivity.
What’s Trending?
In the modern manufacturing arena, the drive for enhanced efficiency, speed, and safety in fulfillment processes has prompted the integration of state-of-the-art technologies. Within this realm of innovation, Collaborative Robots, or cobots, emerge as game-changers spanning various industries. Unlike their autonomous counterparts, cobots are specifically engineered to operate alongside humans, elevating productivity and accuracy with human-assisted assistance. This collaborative paradigm shift is reshaping manufacturing practices, presenting a distinctive combination of efficiency, safety, and ease of use.
Another emerging trend in warehouse automation is the 4-Way Shuttle ASRS, which is transforming operations with its remarkable efficiency. This system optimizes storage density by ingeniously utilizing vertical space, accommodating as many as 10 pallets per square meter. Its adaptability and versatility enable smooth movement along both horizontal and vertical axes, catering to the evolving requirements of warehouses.
Innovating At It’s Best
Pieter emphasizes that at Addverb, innovation isn’t just an idea—it’s the driving force that defines its essence. With an unwavering dedication to breaking boundaries, Addverb emerges as a leader in robotics and logistics advancement. This relentless pursuit of excellence permeates every aspect of the company, propelling it to the forefront of industry innovation.
Addverb diligently assesses innovative concepts, weighing their potential impact and development trajectory. Short-term initiatives promptly address market demands, exemplified by groundbreaking products like the 4-Way Shuttle ASRS, revolutionizing warehouse automation with its unparalleled efficiency and adaptability.
Simultaneously, Addverb strategically invests in long-term ventures such as Heal, a medical robot tailored for healthcare applications, capitalizing on emerging trends for future opportunities. Recent introductions like Trakr and Cobots demonstrate Addverb’s balanced strategy, showcasing both immediate and forward-thinking innovations. Trakr, India’s leading Assistive Dog robot, excels in facility inspections, while Cobots redefine workplace collaboration with their advanced functionalities.
Addverb’s approach to innovation entails strategic decision-making that aligns short-term market needs with long-term growth objectives. This dedication positions Addverb as a leader in innovation, catalyzing significant change across various sectors.
Challenges
While robots and industrial automation have brought significant changes, their widespread use poses challenges and opportunities. Traditional warehouses struggle to manage large inventories amid diverse customer preferences and increasing demands for faster delivery. Addverb tackles these issues by incorporating advanced picking and sorting systems like Pick-to-Light technology, enhancing flexibility and meeting shorter delivery deadlines efficiently.
Moreover, state-of-the-art tracking solutions such as RFID and IoT-enabled sensors provide real-time visibility into perishable inventory, reducing losses. Maximizing storage capacity in warehouses with limited space remains crucial. Addverb achieves this through automated storage and retrieval systems like carton shuttles and robotic picking technologies, ensuring optimal efficiency while utilizing space effectively.
To combat labor shortages, Addverb strategically deploys automation solutions, especially in existing facilities. The use of autonomous mobile robots (AMRs) and Robotic Sortation provides immediate relief, particularly in sites with severe labor shortages. By utilizing AMRs and Robotic Sortation, warehouses experiencing labor constraints can achieve smoother material flow and increased productivity.
A Sustainable-Better Future
At Addverb, sustainability is deeply ingrained in their operations, going beyond mere corporate initiatives to become a fundamental value. Through their innovative strategy called ‘Technological Ecology,’ they harness advanced software and hardware solutions to transform industry practices while reducing environmental harm. Their range of solutions, from digital twin technology to AI-based resource management, emphasizes energy efficiency and operational excellence.
This commitment to sustainability extends to their supply chain and production methods, focusing on recyclable materials and maintaining high procurement standards. Embracing lean manufacturing principles, they aim to minimize resource wastage and optimize utilization across all production stages.
In the fight against climate change, they take proactive steps to decrease greenhouse gas emissions by adopting solar power and implementing energy-efficient technologies. Sustainability remains a central pillar of their mission as they persist in innovating responsibly for the future. They strive to shape a future where sustainability and prosperity are seamlessly intertwined.
Future Goals
Looking forward, Addverb’s strategic vision is firmly set on the EMEA region, with a targeted approach toward Retail/E-commerce and FMCG & Manufacturing sectors. In the realm of Retail/E-commerce, their focus revolves around optimizing crates/carton handling and piece picking, complemented by robotic sortation solutions tailored for distribution centers.
Meanwhile, within the FMCG & Manufacturing domain, their attention centers on enhancing pallet handling and case picking processes. In terms of geographical expansion, Addverb sets its sights on the northern half of Europe and the Middle East (GCC), recognizing these regions as pivotal growth markets. With a foothold already established in the UAE, their roadmap includes venturing into Saudi Arabia, acknowledging its status as the largest and fastest-growing market in the GCC.
To extend its influence and improve client support, Addverb is focused on fortifying its network of partners. This entails forging alliances in areas where it currently lacks presence, like southern Europe, and teaming up with chosen solution providers to deliver customized offerings. Through these strategic endeavors, Addverb is positioned to broaden its scope and provide inventive solutions that align with the changing needs of the EMEA market.