RotoMetrics Hosts Avery Dennison Technical Group

Six months on from the merger of leading diemaking competitors RotoMetrics and Gerhardt, the newly combined operation recently hosted one of global supplier Avery Dennison’s Customer Technical Support meetings at RotoMetrics’ UK headquarters in Aldridge, West Midlands. The company’s newly enlarged UK operation employs 220 at its 76,000 square feet facility, where the merger has been more about combining than rationalizing.

Speaking for RotoMetrics, Mike Frazier, VP global operations commented: “The merger means that we now manufacture flexible dies on four continents—Europe, America, Asia, and Australasia—using state-of-the-art technology, including the new laser hardening technique that gives the die a longer working life. This global coverage means that customers have greater access to our extensive range of products and technical support, irrespective of where they are located. This speeds up response times, and with a more local supply network, allows us to maintain a keen pricing structure.”

Describing the consolidation of the two product portfolios as: “Like finding the missing pieces of a jigsaw,” Frazier added, “We have an opportunity to develop our carton business in a way, and at a pace, that would have been difficult without the merger,” but he was also quick to reassure all label printing customers that their needs were still of paramount importance to the company, and that RotoMetrics would maintain existing product lines and prices, as well as develop new and productive options for the market.

The opportunity to introduce significant new technology occurred recently at Labelexpo in Brussels, where RotoMetrics launched the AccuStar™ range of flexible dies, the first product line to be fully developed by the combined company. The AccuStar dies have been well received by a growing number of label converters who need more accuracy in diecutting large volumes of synthetic-on-synthetic work.

Developed in response to a change in market demand, AccuStar offers more accurate perforation and die-strike, combined with a longer life. This has been achieved by a new technique, which uses lasers to harden the dies (for longer life), and precision machine finishing, which offers greater accuracy. AccuStar features more acute blade angles and a range of optional surface treatments, making the dies suitable for, among other applications, the diecutting of abrasive thermal transfer products.

Also on show in Brussels was the AccuStrike Anvil, which allows press operators to adjust blade clearance accurately to cater to different liner thicknesses. The unit allows independent bearer adjustment, is maintenance and calibration free, and its drop-in design allows fast changeovers. The Brussels expo also featured RotoMetrics’ new semi-rotary hot foil stamping cylinder, which is made from brass for optimum heat conductivity, and has optional steel sleeved journals and bearers.

Neil Lilly, sales director, explains: “RotoMetrics and Gerhardt both considered themselves market leaders and efficient manufacturers, but we have learned much from each other, and by employing ‘Lean’ techniques and the 5S’s (Sort, Set in Order, Shine, Standardise, and Sustain), we have become more productive internally. We are now a better company, with the resources to develop and exploit new products and market opportunities.”

Avery Dennison’s two-day meeting held at the Aldridge facility was a clear sign that this leading substrate supplier believes its personnel could learn something valuable from the combined RotoMetrics/Gerhardt organization. Speaking for Avery Dennison, Technical Sales Manager David Torley, commented: “We hold these team meetings twice a year to establish a closer understanding with leading technology manufacturers. If we have a grasp of each other’s products, we have a better chance of helping our mutual customers to solve any problems they encounter.”

By visiting board mills, ink, and press manufacturers, the concept for Avery Dennison is to avoid unwelcome surprise complaints from its users. With the trend towards diecutting of increasingly thinner materials, the need to understand how accuracy of the die-strike can be guaranteed is invaluable. As Torley concluded: “Die-strike is the final action between our substrate and the RotoMetrics die, so we need to be speaking the same language. I liken their sophisticated production techniques to Formula 1—it is real science in action, and takes the subjectivity out of testing. In today’s market, that’s critical.”