Leading the way

from Joiners Magazine March 2023

Panhans Type 76 Power Feeder

HOMAG AG, the leading German manufacturer of woodworking machinery and systems for the wood processing industry and trades have long had a presence here in New Zealand principally through their long standing local agent W & R Jack Ltd (Jacks). In 2011 Alexis Pantelides now an experienced Technical Sales Consultant for HOMAG New Zealand, joined W & R Jack Ltd. Bob Nordgren from JOINERS Magazine caught up with Alexis recently to learn more about his journey from then to now and how what he does is helping to mould both the changing shape of HOMAG’s presence and the woodworking industry in New Zealand.

“I was with Jacks for about four years under the tuition of the late Jeremy Williams, Product Manager for the HOMAG range at that time. His knowledge helped me to understand just what HOMAG had to offer.” recalls Alexis.

The change came in late 2014 when sales of HOMAG’s high end solutions moved from Jacks to HOMAG. Alexis shifted from Jacks to being employed by HOMAG New Zealand Ltd in 2015. “This move was planned by Jacks and HOMAG together and marked an important change. Jacks had identiﬁed that the more complex, high end manufacturing operations such as groundbreaking factory systems and related new technologies including robotics in various forms would beneﬁt from the experience and expertise of HOMAG’s Australian operation, where such projects were more frequent, and product knowledge was strong. Working together, HOMAG and Jacks agreed that the best strategy in the New Zealand market would be a close practical association for standard sales, service and spare parts here in New Zealand but with sales of complex or highend solutions being undertaken directly with HOMAG rather than via Jacks.” explains Alexis.

In the years following, Alexis has represented HOMAG in New Zealand under the direction of HOMAG Australia and their Managing Director Ross Campbell who some readers may recall worked for Jacks some twenty years ago. “The close association with Jacks has worked well particularly in the area of servicing machinery,” comments Alexis. “And my new relationship with potential customers took on a more holistic feel being very much customer focused.”

Over the last ﬁve or so years as HOMAG and Alexis’ conﬁdence in local market knowledge and new products has grown, HOMAG’s solutions can be found in more than just ‘high end’ factories. How did this develop?

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“These new factory-based systems using new technologies such as fully integrated robotics for cutting, drilling and storing along with advanced software from HOMAG meant businesses, initially large and then not so large, could see a new path forward. What HOMAG is good at is customising machinery to a higher level. This has involved a more consultative role for me in many ways.” explains Alexis.

The driving factors in manufacturing have been achieving the lowest unit cost and the emergence of automation. “This has been the result of a shortage of labour in recent years. Automating processes is an effective and attractive way round this issue. This is enhanced by technology getting more aﬀordable which means a better payback. Some of these new machines have greater ﬂexibility in how they can be used ie multi functional as well.”

The installation of sophisticated factory systems has quickly moved forward in the last few years. The industry only needs to look now at the leading manufacturers in New Zealand.. In both the North and South Island these companies have and are adopting HOMAG technologies especially robotic automated warehousing with integrated cut-to-size processes followed by high end edgebanding cells. “These businesses are serious operations where time and money is spent on a scale such that any improvement in production processes is very meaningful to them. These mechanical processes are overlaid with a significant software architecture absolutely necessary in today’s modern processes.

An interesting aspect of HOMAG’s input is ancillary to the sales process. Servicing experience is hugely important and as a result there is a strong overlap between New Zealand and Australia when it comes to an install and ongoing servicing. Alexis points out “In Australia HOMAG pioneered the industry’s development and use of automated warehouses with integrated processing centres. There is now more than 70-sites with this technology from small two or three man operations to extralarge volume manufacturers. Our New Zealand customers are the beneﬁciary of that huge, accrued knowledge base of know-how and technique. Specialised technicians from Australia actively support our New Zealand installation and with today’s technology much of that is online and near instant. Their ongoing availability both in person and remotely puts HOMAG in a good position to resolve any issues that may arise giving local companies conﬁdence in dealing with HOMAG.”

Another interesting comment comes around the China question. “Like many of the world’s leading industrial manufacturers HOMAG is not just in Germany these days. There are over eighty sales and service companies, fourteen production plants across Europe, America and Asia serving both the world and local markets. One location is China where we have a signiﬁcant plant that has evolved from producing high precision plants for high volume engineered ﬂooring and now including robotic sawing, CNC processing and edgebanding cells.

Like many German companies the manufacturing plant may be in Shanghai but the technology and management is identical to the sister plants around the world. They are able to take advantage of labour savings without any loss in quality. It uses the same componentry as used in their German based factory.” Alexis comments. “No matter where HOMAG is situated it has not compromised the quality of it’s machinery.”

The operation here in New Zealand has been steadily expanding. They now have five staff here including Alexis and two full time technicians. “Complete integration of high tech in the factory is now a reality for many more businesses in the woodworking industry here in New Zealand. Honing eﬃciency and proﬁtability with new ideas and processes is a way of life for HOMAG. I’m glad I jumped onboard when I got the opportunity.” says Alexis

For more information contact Alexis Pantelides at HOMAG New Zealand Ltd on 021 247 4443, alexis.pantelides@homag. com or visit www.homag.com