Automated intralogistics solutions company, Swisslog, is strengthening the resources available to its Australian and New Zealand (ANZ) customers through a new structure for the Asia Pacific excluding China (APeC) region.
This integration allows Swisslog to align more closely across markets and adds strengths to existing Australian and New Zealand service and management teams, which continue as currently, providing outstanding service to the market and allows for more direct access for Australia and New Zealand to expertise developed in Swisslog’s broader Asia Pacific operations, including global software expertise.
The broader APeC region will be overseen by experienced leader Steven Xie, who will serve as executive vice president and managing director, based in Malaysia. Xie, who first joined Swisslog in 2017, has a hands-on approach that includes a close involvement with all countries and their teams.
“Both the ANZ and Asia Pacific regions have experienced strong growth and continued success, so there is good sense in sharing across regions the expertise and lessons learned from projects of all sizes and requirements,” said Xie.
“Swisslog will maintain a local leadership team in ANZ, as well as sales, engineering, service, and support staff so that customers always have a local contact for any stage in a warehouse automation project.
“We will then draw upon highly qualified resources, shared innovation, and regional expertise that strengthens our ability to deliver complex automation solutions across the region,” he said.
Dual managing directors for Australia and New Zealand
Swisslong ANZ director of people & organisation, Lyn Osbourne, and ANZ director of operations, Grant Beringer, have been appointed as dual managing directors for Australia and New Zealand. This dual structure reinforces Swisslog’s commitment to strong governance, accountability, and responsible leadership, ensuring Swisslog continues to operate as a trusted and ethical corporate citizen across the ANZ region.
“The ANZ region has been performing well, with some flagship accounts, as well as new customers seeing the value in our whole-of-lifecycle approach,” said Xie.
“With Lyn and Grant as dual Managing Directors, and Steve Dimitrovski as Director of Sales, the ANZ team is in great hands, and I look forward to our continued collaboration under the new strengthened regional structure.”
Futureproofing warehouse automation with whole-of-life approach
Across the region, Swisslog is rolling out its ‘Ready for the Next’ strategy, which highlights its role as a true lifetime automation partner, not just a solution provider.
“We are ready for anything that might happen next with our customers, from adapting to seasonal peaks, to a change in product lines, to expansion to meet growth. Swisslog has the flexibility, experience, and service backing to meet our customers’ needs efficiently and productively,” said Xie.
“We take an outcomes-based approach to warehouse automation projects. Rather than try to sell a specific solution, we gain a deep understanding of our customer’s needs now – and in the future – and use our local and global expertise to find the ideal solution,” he adds.
Local delivery with regional insights
Under the new APeC structure, Swisslog ANZ customers will gain tangible operational advantages, including:
- Enhanced access to specialist engineering and technical expertise
- Greater collaboration across regional project teams
- Improved scalability for large and multi-site automation projects
- Shared innovation and best practice across Asia Pacific markets
- Stronger coordination across supply chains and service networks
“Importantly, Swisslog’s project delivery, service operations, and customer support functions in Australia and New Zealand remain locally based. The company continues to maintain dedicated teams across sales, project management, customer service, and lifecycle support within the ANZ market,” said Xie.
“We understand that successful automation projects rely on deep local knowledge – from regulatory requirements and safety standards to operational nuances within specific industries. That local expertise remains firmly in place.
“By aligning ANZ more closely with neighbouring Asia Pacific markets, Swisslog is better positioned to respond quickly to evolving customer requirements and to support long-term growth across the region.
“Our commitment to Australia and New Zealand remains unwavering. This structural evolution strengthens our ability to serve the market. We are locally led, regionally supported, and focused on helping our customers build smarter, more resilient operations for the future,” he said.
