Petaling Jaya, Malaysia – Swisslog, a global provider of automated intralogistics solutions, has restructured its operations to better serve customers across the Asia Pacific region, excluding China (APeC). This strategic move aims to enhance resources available to clients in Southeast Asia (SEA) by fostering closer integration with its operations in Australia, New Zealand, and other Asia Pacific markets.
The company is celebrating over three decades of operation in Southeast Asia, during which it has supported the region’s logistics sector with advanced automation technologies and localized expertise. The new regional alignment is designed to strengthen existing SEA service and management teams, facilitate knowledge sharing, and provide customers with direct access to a broader pool of expertise from across Swisslog’s wider Asia Pacific network.
Steven Xie has been appointed Executive Vice President and Managing Director for the expanded APeC region, based in Malaysia. Mr. Xie, who joined Swisslog in 2017, is noted for his hands-on approach and direct involvement with country teams. He emphasized the growing demand for adaptable automation solutions in Southeast Asia, driven by e-commerce expansion, labor challenges, and evolving service expectations.
Swisslog’s Malaysia office is a key hub, hosting one of the company’s three global Research and Development teams. This team is responsible for significant in-house software development, including the SynQ warehouse management system, realization, and customer service expertise, which will now be shared across the Asia Pacific region.
Mr. Xie highlighted that integrating markets allows for the exchange of engineering knowledge, project experience, and innovation across borders. This collaboration is expected to enhance Swisslog’s capacity to deliver complex automation programs while maintaining a strong local presence. The company partners with major brands regionally, including Yusen Logistics Singapore, True Thailand, and Coca-Cola Amatil Australia.
Swisslog is also rolling out its “Ready for the Next” strategy, focusing on a comprehensive, long-term approach to warehouse automation. This strategy aims to ensure systems deliver consistent throughput, offer built-in resilience to adapt to market changes, and provide scalable pathways for capacity expansion without disruptive re-platforming. This commitment extends to accountability for outcomes long after system implementation.
The new structure is anticipated to provide customers with improved access to specialist technical expertise, greater collaboration among regional project teams, enhanced scalability for large and multi-site projects, and better coordination across supply chains. Swisslog affirms its commitment to leveraging local insights, acknowledging the unique market nuances of each country, while utilizing regional alignment to respond to evolving requirements and support long-term growth strategies.
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