Robos: Problem solvers for individual requirements

In 1960, today's Robos GmbH & Co. KG was founded in Stuttgart-Zuffenhausen under a different name, and in 1965 the company began to set up its own production facilities. Since then, the family business from Kornwestheim has developed into one of the leading manufacturers of customised labels and sells its products worldwide.

Initially, the main activity consisted of recognising companies' labelling requirements and supplying them with reliable suppliers. There was a particular demand for Screen-printed labels with high durability.

Initially, production began in existing premises at home, but as early as 1966, the idea of a new building came up. This was realised in 1968, but proved to be too small for the rapidly increasing demand in the following years. Two further extensions were added in 1974 and 1976. The most important technical achievements in the 1960s and 1970s include various new technologies that were used at the time. Modern roller screen printing machines, with which efficient production could be realised.

In 1977, the name Robos appeared for the first time: composed of ROsenfelder and BOdamer and the S for screen printing. Dieter Bodamer had founded the company and traded in labels. Rosenfelder GmbH, founded and managed by Hilde and Alfred Rosenfelder, was the main supplier of screen-printed labels and remained associated with Robos for a long time.

Harry Reuter had been managing director and owner of Reuter Werbetechnik since 1976 and remained so for several years after becoming managing director of Robos in 1989.

„We not only see it as our task to find solutions for our customers and print labels, but also to inform them about the numerous possibilities and to provide our customers with completely new ideas that promote the marketing success of their products. Many innovations in printing technology and their potential are simply not yet known to customers,“ says Harry Reuter.

Nonplusultra instead of zero-eight-fifteen

Since 1977, the company has specialised in meeting even the most unusual requirements of its customers. Customised labelling solutions to find the right solution. Whether difficult backgrounds, customisation, special functionalities or large amounts of text or image content, the experienced specialists at Robos will find the ideal solution for every task.

Customers often have very complex specifications, and the experts combine printing techniques or find whole new combinations of materials to solve a problem. However, it is also important to offer standard solutions to meet different customer requirements.

State-of-the-art machinery

Until 1988, Robos and its 13 employees only produced screen-printed labels, which were highly durable. However, new printing and production techniques were soon added and the product portfolio was significantly expanded. After the Letterpress printing followed at the beginning of the new millennium the Digital printing and in 2010 the Flexo printing.

Massive investments were also made in the production options for booklet and multi-layer labels. The enormous growth in the product portfolio and the technical possibilities resulted in numerous new customer relationships and the company grew continuously: Robos currently has around 90 employees, trains its own junior staff and regularly modernises its machinery.

Perfect cut for individual requirements

Like all label manufacturers, Robos also required materials in different quantities for the production of the labels, which can also be small due to the label size. In addition, the films of the very expensive master rolls had to be cut to narrow rolls that were customised to the label manufacturer's requirements.

For this reason, in 1992 the Subsidiary Folit was founded. This not only covers the needs of Robos with branded films, but is also a supplier of Branded film blanks for other label manufacturers.

Folit GmbH is located under one roof with the parent company. This ensures fast procurement of the basic materials for label production.

Guaranteed quality

In the mid-1990s, the then Managing Director Harry Reuter decided to obtain ISO 9001 certification and, since 2008, ISO 14001 certification in order to be a reliable partner for his industrial customers. Customer demand for documented processes and guaranteed quality also increased.

Robos has also been a manufacturer of UL-certified labels and authorised to print any type of UL mark on labels. These labels are used for goods that are exported to North America. Robos also has suitable approvals for labels that must remain legible and adhere securely in seawater.

Digital printing heralds a new era

With the introduction of digital printing in 2004, a printing technology was introduced that offered completely new possibilities. In contrast to analogue printing processes, which require screens, clichés or printing cylinders, digital printing does away with expensive transfer media and the data is transferred directly to the printing press. This also makes it possible to customise labels with consecutive serial numbers, variable data and Personalisation from edition 1.

Metallic effects, fluorescent colours and security features are just some of the possibilities that digital printing now offers. Digital printing is particularly economical for variable print runs and numerous varieties. This flexible printing makes it unnecessary to keep labels in stock.

In a unique campaign, Coca-Cola needed 800 million personalised labels within four months. A network of 17 European print shops was commissioned for this. The basic label was produced using flexographic printing, while the personalisation of the various names on the bottles was added using digital printing, for example at Robos. This campaign impressively demonstrated how convincing a label can become a fun factor for consumers and how Attention potential has the labelling.

Everything under one roof

Until the end of 2017, the company's production and administration were around 60 kilometres apart. At the beginning of 2018, the locations were merged in order to optimise processes and improve communication. This resulted in a Modern new build on 7,500 square metres of space in Kornwestheim, which combines Robos, Folit and a law firm.

The investment of 7.5 million euros in the new building was the largest in the company's history to date. Investments were also made in the machinery. The positive effects are now noticeable. The sense of togetherness has improved and many processes can be organised more efficiently.

Long-term succession planning

At the beginning of 2019, Harry Reuter handed over the Management to his son Simon Reuter and Daniel Sugg. In order to ensure a smooth process, a succession plan was agreed at an early stage. The two new managing partners have been with the company for many years as authorised signatories and know the world of labels inside out.

Simon Reuter has been in charge of sales and human resources since 2019, while Daniel Sugg has been responsible for production since 2019 and has driven forward the topic of digital printing in particular. Harry Reuter's valuable expertise will remain with his successors, as he will continue to work as a key account manager for his long-standing customers in the company and provide advice.

„We do everything we can to be a competent supplier for labels that are subject to legal requirements and to make even complicated topics understandable for our customers, as is the case with labels with the UL test mark,“ explains Simon Reuter.

„We are constantly working on digitalising internal workflows and processes if it adds value for our customers and us. Data handling is becoming increasingly automated. The customer's print data is checked for errors, approved online by the customer, prepared for the respective printing press and made available there,“ says Daniel Sugg.

Smart labels

While labels used to simply be stickers used for information or decoration, certain labelling solutions today focus on completely different objectives.

On the one hand, the technical possibilities The range of colours available has grown enormously, which is why brilliant colours, tactile effects, metallic colours and other options are available to attract the customer's attention. On the other hand, digital printing makes it possible for each product on the shelf to have its own individual label, which is generated by a computer programme based on a basic pattern.

The following are now also possible individualised labels, which the customer configures via the Internet for a purchased product with a picture and text, as MyMüsli currently offers. This creates a far greater Identification with the brand, and the customer engages intensively with the product.

But a lot has also happened in the technical field. Labels can now fulfil many functions and are therefore also Smart Labels called. These are used for product identification, thermal monitoring, localisation and authentication. Digital printing also offers numerous possibilities for security functions.

Sensitivity to the market

Label production is increasingly influenced by consumer behaviour. Marketing and product design are orientated more and more complexly towards the wishes and needs of individual target groups. Products that require explanation, such as pharmaceuticals or products that are subject to legal requirements, are also a major issue. Here are Booklet labels or Multilayer labels still the first choice.

Robos offers many Customised options, whether waterproof booklet labels for the construction site or leaflet labels for curved surfaces of canisters - the versatile labels offer plenty of space for language versions, instructions for use and information.

This topic continues to be a priority, and creative solutions are constantly being worked on in which even more intelligent labelling solutions are possible for the customer by combining different printing techniques.

http://www.robos.de