emtec Strengthens Market Presence in North America

Germany-based emtec Electronic GmbH is known for innovative test devices. Some of the most popular are its TSA Tactile Sensation Analyzer (formerly Tissue Softness Analyzer), used to optimize the hand feel of tissue paper products; and the CAS touch, FPA touch, and online device FPO, used to optimize the wet end of the paper production.

Recently, emtec expanded its sales and support into the USA and Canada. What does the company wish to achieve by these changes? In this interview, emtec’s General Manager Giselher Gruener discusses the opportunities, challenges, and possible threats of the company’s North American expansion.

Paper360°: How important is the North American market for emtec Electronic?

Gruener: North America has a key position in our strategy for the coming years. We plan to continue to grow in the US and Canadian paper industry with the existing products and new test devices, which are in the pipeline. In addition to the paper industry, emtec is increasingly successful in the textile industry, where North America plays a big role as well.

The USA and Canada have always been two of our most important markets. We have been very successful in the past years and could build many trustful relationships with many different companies and other entities from the industry.

Why has emtec decided to strike this new path?

It is a strategic decision. We have discussed this step very seriously over a long time, because it is a big change for our company. Despite all the opportunities associated with this decision, we are aware of the challenges; however, we are convinced that it is the right time to take this step. We will be more flexible in all areas of work with North American customers due to direct customer relationships and the general emtec philosophy of quick, customer-friendly decisions. The company has become big enough to bear the workload independently. Both parties—emtec, and its customers—can only benefit from this.

Direct customer contact seems to be the most important reason for emtec to take this step. Why is that so important?

emtec lives for close contact with its customers and other members of the industry. Existing emtec products are constantly being optimized to meet the changing requirements of the industry; we are also developing new measuring devices to meet the wishes of customers and the industry as a whole. This functions only with feedback from users that work with emtec’s test devices all day—either in research and development, quality assurance, or process optimization.

Many of the test devices that emtec has developed over the years are based on ideas that came from discussions with customers and others in the industry. Close cooperation is essential for this. Customers, in turn, also benefit from the close contact and get their ideas and wishes implemented accordingly. In particular, previously unmeasurable parameters are made objectively measurable with emtec’s test solutions, with a focus on simple and intuitive handling by the user.

Where do you see the future of the company?

emtec will always focus on innovation. Existing products will always be optimized and we will always develop new solutions for unsolved or unsatisfyingly solved issues. This is what defines us. The paper industry, where emtec comes from, will always be the major column of emtec’s business, but the textile industry will become more and more important in the next years and will become the second major column. We have great plans there. The company will continue to grow steadily, as it has done for 30 years.

The person responsible at emtec North America and the main contact for manufacturers and converters from the pulp and paper industry in the US and Canada is now Rodger Segelstrom. He has many years of experience with laboratory measuring instruments and is an expert in the North American paper industry. Thanks to his long-standing association with emtec Electronic in Germany, he has emtec’s philosophy in his blood. In direct cooperation with Eric Haagen, sales representative of emtec Electronic, we will achieve our goals for the North American market. We are looking forward to it!