Sumitomo (SHI) Demag reports a highly successful appearance at K 2025 and, in this context, announces a strategic realignment of its trade fair activities throughout Europe.
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CSO Anatol Sattel described K 2025 as one of the key platforms for the global plastics industry. At the company’s completely redesigned booth, Sumitomo (SHI) Demag showcased future-oriented, energy-efficient and fully automated technologies. “Visitor numbers far exceeded our expectations,” Sattel noted, highlighting particularly strong interest from professionals from the Americas and Asia. “The dominant topics at this year’s K – digitalisation, automation and efficiency enhancement – were also central to our presentation. These priorities further strengthen our position in the global marketplace, especially in comparison with Asian competitors.”
Building on this success and in line with the company’s strategic objectives, Sumitomo (SHI) Demag will place even greater emphasis on direct customer engagement. Going forward, the company will focus on interactive and individually tailored events in Germany and other key European markets to deepen collaboration with partners and customers.
As part of this strategic focus, Sumitomo (SHI) Demag is reshaping its trade fair strategy and shifting towards more targeted and efficient communication formats. Consequently, 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. “The German market remains of central importance to us – that is beyond any doubt,” emphasised Sattel. Future trade fair participation will be aligned even more closely with the innovation cycles of research and development, ensuring that new solutions are presented at the optimal time for maximum visibility and customer benefit.
In parallel, Sumitomo (SHI) Demag will increase its investment in smaller, highly focused events and regional trade fairs. “We are introducing new event concepts and interactive formats that allow us to engage with our customers on a more personal level,” Sattel explained. Teams in Germany, Spain, Italy, Poland, the Czech Republic, France and the United Kingdom are already preparing local networking events in close cooperation with partners from the automation, technology and materials sectors. At the same time, the company is expanding its presence at regional trade fairs such as Swiss Plastics Expo (CH), FIP and Pharmapack (FR), Interplas (UK), Plastpol (PL), Samuplast (IT), MSV (CZ) and KUTENO (DE).
Following the successful customer event for the medical technology sector at its headquarters in Schwaig in summer 2025, Sumitomo (SHI) Demag has also seen a growing interest in personal “Open House” events. “In the current economic climate, our short-term priority is to support our customers even more directly and effectively,” added Sattel.
This strategic realignment is the result of a thorough evaluation process and reflects Sumitomo (SHI) Demag’s strong commitment to its European customers. “Today. Tomorrow. Electric. expresses our promise to drive sustainable progress in plastics processing together with our partners,” Sattel concluded.
