Sumitomo (SHI) Demag reported a highly successful appearance at K 2025 and, based on this outcome, announced a strategic shift in its European exhibition activities. At a completely redesigned booth, the company presented future-oriented, energy‑efficient and fully automated technologies that reflected the fair’s dominant themes of digitalisation, automation and efficiency enhancement. CSO Anatol Sattel described K 2025 as one of the key platforms for the global plastics industry and noted that visitor numbers far exceeded expectations, with particularly strong interest from professionals from the Americas and Asia. Building on this result, the company will place greater emphasis on direct customer engagement, focusing on interactive and individually tailored events in Germany and other key European markets. Participation in larger trade fairs will be aligned more closely with research and development cycles to ensure that new solutions are introduced at the optimal moment for visibility and customer benefit.
Focus on direct engagement and timing
As part of this realignment, the firm is reshaping its trade fair approach and prioritising targeted, efficient communication formats. The company has decided not to exhibit with its own booth at Fakuma 2026, instead channelling resources into the development and launch of new technologies. According to Sattel, "The German market remains of central importance to us, that is beyond any doubt." He added that the priorities showcased at K 2025, including digitalisation, automation and efficiency enhancement, strengthen the company’s competitive positioning in the global marketplace.
Regional presence and event formats
Sumitomo (SHI) Demag will increase investment in smaller, highly focused events and regional trade fairs. Sattel explained, "We are introducing new event concepts and interactive formats that allow us to engage with our customers on a more personal level." Teams in Germany, Spain, Italy, Poland, the Czech Republic, France and the United Kingdom are preparing local networking events with partners from automation, technology and materials. In parallel, the company is expanding its presence at regional trade fairs, including:
- Swiss Plastics Expo (CH)
- FIP (FR)
- Pharmapack (FR)
- Interplas (UK)
- Plastpol (PL)
- Samuplast (IT)
- MSV (CZ)
- Kuteno (DE)
The company also reported strong interest in personal "Open House" formats following a customer event for the medical technology sector at its Schwaig headquarters in summer 2025. "In the current economic climate, our short-term priority is to support our customers even more directly and effectively," Sattel said.
Outlook
The strategic realignment follows a thorough evaluation and underscores the company’s commitment to European customers. Sattel concluded, "Today. Tomorrow. Electric. expresses our promise to drive sustainable progress in plastics processing together with our partners."
