What Automator does

Automator B.V. is a privately held Dutch industrial solutions provider, founded in 1958 and headquartered at Breevaartstraat 37, Rotterdam. The company specializes in coding, marking, labeling, and identification solutions for the food and non-food industries, operating primarily across the Benelux with selective installations in the rest of Europe. Its portfolio covers the full technology stack — thermal transfer printers (Zodiac, Allen NGT, Valentin), inkjet printers (Torus Plus, Viper), laser marking stations, dot peen markers, scribe markers, embossing machines, presses, roll markers, hot foil coders, electrochemical etching, complete labeling systems (EME, Vulcan), and Datalogic-based machine vision and barcode scanning — supported by consumables (ribbons, inks, plates, labels) and partner-brand software (Clarisoft, Clarinet, Codesoft, Nicelabel, Labelstar Office).

The firm operates a sales-led, consultative go-to-market model in which sales engineers recommend the optimal coding technology based on substrate, line speed, and application requirements. Differentiation rests on in-house engineering across software, electronics, and mechanics, an in-house engraving workshop for custom stamps, and a stocked consumables warehouse that enables rapid response. Revenue is generated through hardware sales, custom engineering services for tailored solutions, consumables replenishment, installation and after-sales service (including a €189 out-of-warranty diagnostic fee), and software licensing. Customer segments are weighted toward food processing and general manufacturing/industrial, with secondary exposure to pharmaceuticals and wood processing.

Automator is a privately held Automator B.V. (KvK 24096047) with no institutional investors, parent company, or disclosed funding rounds identified. Leadership comprises General Director Robert Palushaj, Commercial Director Remco Krosenbrink, Sales Engineer Frank Van Dyck, and Project Engineer Eric de Rijke. The company maintains certified premier-partner status with SATO Europe and integrator relationships with SIC Marking, EME, Matica, Allen, Carl Valentin, and Datalogic, positioning it as a multi-vendor solutions integrator for industrial packaging lines.

Name

Automator

Legal name

Automator B.V.

Website

https://automator.nl

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

Automator B.V. is a Dutch industrial solutions provider, founded 1958 and based in Rotterdam, supplying coding, marking, labeling, and machine-vision systems to food and manufacturing enterprises across the Benelux and select European markets. It combines multi-vendor equipment distribution with in-house engineering, custom engraving, and consumables/service support.

Ownership category

akta.pro rank

Product category

Industrial Coding and Marking Equipment

NAICS

Packaging Machinery Manufacturing (333993), Industrial Machinery Manufacturing (3332), Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513)

SIC

General Industrial Machinery & Equipment (3560), General Industrial Machinery & Equipment, Nec (3569), Misc Industrial & Commercial Machinery & Equipment (3590), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Labeling, Coding & Marking Systems (IMAHAOAE)

akta.pro secondary industries

Labeling, Coding & Marking Equipment (Labelers, Inkjet, Laser) (IMALAOAD), End-of-Line Integration & Packaging Line Systems (IMAHAOAN), Packaging Line Automation, Robotics & Integration (Controls, Turnkey Lines) (IMALAOAL)

Keywords

• Industrial coding equipment
• Marking systems
• Labeling machinery
• Product identification solutions
• Production line coding

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Industrial Equipment Sales: Sale of coding, marking, and labeling equipment including thermal transfer printers, inkjet printers, laser markers, dot peen markers, scribe markers, embossing machines, presses, roll markers, stamps, etchers, hot foil coders, and vision systems. Equipment ranges from standard models to fully customized systems.
2. Custom Solution Development: Custom engineering services combining software, electronics, and mechanical adaptation to deliver tailor-made coding and labeling solutions. Systems are modified in Automator's workshop to fit customer production lines.
3. Consumables and Spare Parts: Sale of consumables including thermal transfer ribbons, hot foil ribbons, labels, inks, metal plates for embossing, engraving accessories, and other supplies. Most consumables are kept in stock for rapid delivery.
4. Installation and After-Sales Service: On-site installation, operator training, and ongoing service and maintenance. Includes periodic maintenance scheduling and repair services with a research fee of €189.00 for out-of-warranty diagnostic assessment.
5. Software Licensing: Sale of software for label and coding layout creation including Codesoft, Nicelabel, Labelstar Office, Clarisoft, and Clarinet for various printer brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Automator supplies industrial coding, marking, and labeling equipment used on production lines to identify products and packaging. The company provides the physical hardware, related consumables, and supporting services (installation, project engineering) primarily to manufacturers in the Benelux. Its offering combines equipment sales with technical service delivery for industrial customers.

Product overview

Automator is a medium-sized Dutch industrial solutions provider (active since 1958) offering a comprehensive portfolio of coding, marking, labeling, and ID solutions primarily serving the Benelux and European food and non-food industries. The product range is organized into four core categories: (1) Coding and Marking — covering Thermal Transfer Printers (Zodiac Hawk, Zodiac, Valentin, Allen NGT), Dot Markers (portable, column, integrated, hospital models from SIC), Inkjet Printers (Torus Plus, Viper), Scribe Markers (SIC e10-i63s, e10-i124s), Lasers (integrable, mobile, marking station from SIC), Embossing (Matica C430), Presses (Impact, Static, Hot Foil), Roll Markers, Stamps/Punches (produced in-house), Etching/Engraving (Metaletch series), and Hot Foil Coders (Allen); (2) Labeling — covering Labelers (EME 2000, EME 4000 series including Freshcare oxygen-absorbing labels), Print & Apply Labelers (EME 4000 PFP, Vulcan with Direct Apply/Tamp Apply/Front/Rear Corner variants), Complete Labeling Systems (custom EME systems), and Label Printers (SATO, Valentin brands); (3) Vision System / Barcode Scanner — covering ID and barcode scanners (Datalogic laser and 2D imagers including Matrix, AV, DS, and DX series), Machine Vision Cameras (Datalogic A30 and P series), and the Scancheck barcode control system; and (4) Supporting offerings — Software (Clarisoft, Clarinet, Codesoft, Nicelabel, Labelstar Office) and Consumables (thermal transfer ribbons, hot foil ribbons, inks, embossing plates, engraving accessories, labels). Automator provides in-house engineering across software, electronics, and mechanics to deliver both standard and tailor-made solutions, handling installation, training, and on-site service.

Differentiator

Problem solved

Functional benefit

Products and services

• Industrial Coding Equipment

Quantifiable outcome

• Response to contact form submissions within 24 hours on working days

Named customers8 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

One partnership is on record.

• SATO EuropecoreChannel Partner/ Reseller/ Distributor · 12 January 2023Automator received a partnership certificate from SATO Europe, recognizing their status as a certified partner for SATO label printers. General Manager Robert Palushaj received the certificate from Emiel van Dreumel of SATO Europe. Automator offers SATO label printers as part of their labeling solutions portfolio.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Markem-Imaje: Worldwide supplier of industrial marking, coding, and traceability solutions including inkjet, laser, thermal transfer, and print-and-apply labeling. Competes with Automator across food, pharma, and industrial segments and offers a more extensive software/services stack.
• Videojet Technologies: Global coding and marking equipment manufacturer with a broad portfolio of continuous inkjet, laser, thermal transfer, and label applicator systems. A clear competing supplier for the same food/industrial customer base that Automator serves.
• Domino Printing Sciences: Global manufacturer of industrial coding and marking solutions (inkjet, laser, thermal transfer) serving food, beverage, pharma, and industrial markets. Directly competes with Automator's core coding portfolio but at significantly greater scale and geographic reach.
• Datalogic: Global leader in industrial barcode scanning, machine vision, and traceability solutions. Automator resells Datalogic scanners and vision cameras and competes with them at the integrated line-inspection level in Benelux food and industrial accounts.

Direct peers

• SATO Holdings: Japanese manufacturer of industrial label printers and Auto-ID solutions with a European operation that certifies partners like Automator. Overlaps with Automator's label printing and print-and-apply labeling business and competes for similar end customers.
• SIC Marking: European manufacturer of dot peen, scribe, and laser marking equipment for permanent industrial part identification. Automator is a distributor of SIC products in Benelux and they directly compete on integrated marking solutions for the same aerospace and manufacturing customers.
• Carl Valentin GmbH: German manufacturer of thermal transfer label printers and labeling systems used across food, logistics, and industrial packaging. Both a brand Automator distributes and a peer competitor for label printing and labeling system business in Europe.
• Matica Technologies: Manufacturer of industrial embossing and card personalization systems including the Matica C430 featured by Automator. Both an OEM supplier and a competitive provider of metal plate marking and ID plate embossing solutions.

Emerging players

• ID Technology (AstroNova): Provider of industrial labeling, coding, and marking integration solutions including print-and-apply systems across North America and select international markets. Comparable in business model (systems integration plus consumables) to Automator's labeling division.
• REA Elektronik: European manufacturer of industrial inkjet coding, laser marking, and label dispensing systems used in packaging lines. Overlaps with Automator's portfolio and competes for the same European food and industrial coding customers at a similar mid-market scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/automator-b.v.

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Automator