Automate-X delivers rapid, scalable automation solutions in ANZ markets, focusing on flexibility, client-centric partnerships, and seamless integration of Geek+ technology.
In today’s logistics landscape, speed and efficiency have become non-negotiable.
With consumer expectations continuously evolving, businesses now face the need for rapid solutions that deliver immediate results.
To remain competitive, companies must not only embrace change but do so with agility.
The demand for swift, seamless implementation is driving the sector to new heights, as businesses of all sizes seek emerging technology to stay ahead in a rapidly shifting market.
This is where Automate-X enters the equation – a fresh yet ambitious player in the Australian and New Zealand warehouse automation, and logistics markets.
With a commitment to adaptability and customer-focused service, Automate-X is attracting attention from businesses large and small. Its unique selling proposition lies in its commitment to delivering agile, client-centric solutions designed to foster long-term success.
Unlike traditional providers, Automate-X prioritises flexibility, tailoring its automation technologies to meet the specific needs of each client.
By harnessing Geek+ robotics’ capabilities, Automate-X delivers transformative, flexible solutions that align with each client’s unique operational requirements.
“Taking a customer-centric approach to problem-solving, combined with deep knowledge of the available technologies, is essential,” says Marcel Van Niekerk, Director of Sales at Automate-X.
“This is critical in a highly competitive, cutthroat industry, where offering clients a competitive edge
is key.
“We enable clients to leverage these technologies in a controlled and structured manner, reducing risk and avoiding massive CAPEX expenses while driving results.”
Before its conception, the Automate-X team saw an opportunity in a market where technology has advanced but hasn’t been utilised yet.
Despite there being numerous players in the sector, Marcel explains that many have continued doing things the same way for years.
“The team believed there was room to bring in emerging technologies, particularly within the manufacturing, warehouse automation, and logistics spaces, with a fresh perspective and renewed energy,” he says.
“One of the unique challenges is that people are often reluctant to change, especially after following the same processes for decades.
“There’s a prevailing question: why change now? For Australia and New Zealand to stay competitive in this space, it’s essential to adopt emerging technologies and leverage what’s available.”
The Automate-X edge
Automate-X’s Geek+ solutions, including Autonomous Mobile Robots (AMRs) and RoboShuttles, are crafted to deliver rapid deployment and returns on investment (ROI).
Unlike traditional automation that often requires extensive planning, fixed structures, and prolonged implementation, Geek+ technology enables Automate-X to achieve installations in as little as three months.
“Automate-X’s implementation of Geek+ solutions in the AU and NZ markets shows what’s possible in a short duration,” says Dave Ching, Sales Director, ANZ & SEA at Geek+.
“We’re excited to see how they continue to drive efficiency and innovation for our clients.”
Being able to quickly deploy Geek+ not only reduces operational downtime but also allows clients to transition to advanced automation without halting ongoing processes.
One factor in ensuring such efficiency is Automate-X’s strategy of involving project teams early in the process. By engaging these teams during the latter stages of the sales phase, Automate-X addresses design, and functionality needs specific to each client.
This proactive approach reduces the risk of redesigns or delays during implementation, making the deployment process seamless and aligned with client expectations from the outset.
By offering scalable, non-bolted solutions, Automate-X allows clients to add or modify automation components with minimal structural changes, an advantage for businesses with dynamic or growing operational requirements.
This adaptability is especially beneficial for small- and medium-sized enterprises, as it provides a cost-effective pathway to incrementally expand automation capabilities without substantial capital investments.
In addition to speed and scalability, Automate-X’s solutions offer operational flexibility across diverse warehouse environments.
For example, AMRs can be deployed in a variety of configurations to meet specific picking and packing needs, while RoboShuttles are suitable for high-density storage and retrieval.
The ability to seamlessly integrate these technologies in hybrid configurations allows Automate-X to address unique client challenges, whether related to space constraints, labour shortages, or shifting operational demands.
“As a system integrator, we’re able to bring together a range of different technologies rather than just providing a single solution,” says Ben Haughey, Director – Operations, Automate-X.
“I believe adaptability is key in this rapidly evolving market, where technology is constantly advancing. It’s essential to consistently offer the best solution for our customers from the options available.”
The company is currently advancing six goods-to-person automation projects across Australia and New Zealand. Each project leverages solutions such as PopPick, RoboShuttle, and the AMR P-series, are selected and adapted to address the unique operational needs of each client.
These implementations focus on enhancing operational efficiency, accelerating order fulfillment, and supporting scalability while meeting specific client demands in logistics and manufacturing.
Ben says that Automate-X’s approach begins with a thorough analysis of client needs. This can include assessing order volume, warehouse layout, and business growth forecasts, allowing them to propose tailored solutions that maximise space utilisation and minimise operational disruptions.
“To develop tailored solutions, Automate-X begins by gaining a comprehensive understanding of each customer’s business,” says Ben.
“In some cases, the ideal technology is immediately apparent. In others, they may identify multiple viable options and prioritise based on deployment timelines, offering solutions that can be implemented quickly if immediate operational changes are critical.
“This approach ensures that clients receive a solution that fits both their current needs and long-term goals.”
An Automate-X success story
As an early adopter of Automate-X’s solutions, Shiperoo has harnessed cutting-edge automation to redefine fulfillment and elevate service quality.
Shiperoo is a tech-powered company driven by an ambitious team, offering specialised multichannel fulfilment and end-to-end returns management for retailers in Australia and New Zealand.
With advanced robotics and proprietary AI-powered software, Shiperoo offers same-day shipping readiness and seamless end-to-end returns management, providing retailers with enhanced efficiency and full visibility in its supply chain operations.
When Shiperoo set out to scale its fulfillment operations at an accelerated pace, Automate-X’s flexible and rapid-deployment solutions proved invaluable.
This partnership empowered Shiperoo to keep up with customer demands using a system that scales effortlessly, requiring minimal downtime, so operations can run smoothly without missing a beat.
These challenges may not have been Shiperoo’s alone, but they are hurdles for its retail partners – and Shiperoo saw the immediate value. This collaboration has allowed Shiperoo to expand rapidly, now operating additional fulfillment centres in Sydney to support growing demand.
“They approached the market with a technology-first mindset, focusing on innovative software, hardware, and robotics to create a game-changing solution for retailers,” says Paul Phillips, Solutions Lead at Automate-X.
“This approach validated its business model, which they’ve now successfully replicated in Sydney and are ready to scale with new clients.
“By implementing the project in phases, Shiperoo expanded capacity without disrupting daily operations, enabling seamless growth in response to market demand.”
Ultimately, Automate-X’s automation solutions provided Shiperoo with a seamless transition, bypassing manual processes and moving directly to an advanced, automated setup.
“We trusted Automate-X to deliver speed and reliability – and they delivered,” says Rizan Mawzoon, Co-Founder and COO of Shiperoo.
“Their team worked closely with us, ensuring a smooth transition and invaluable support. Automate-X’s unique, process-driven and engineering-focused approach truly sets them apart from others in the systems integration market, proving their capabilities and commitment to excellence at every step .
“We’re thrilled with the positive impact this collaboration has had on our business.”
The future of Automate-X
Automate-X remains committed to innovation, with a focus on expanding its technological offerings and capabilities in the ANZ markets.
As more businesses turn to automation, Automate-X sees ample opportunities for growth and regional success.
“Across industries, one of the most common challenges is labour, especially in the warehouse environment,” says Ben.
“Engaging a younger workforce and ensuring they show up with commitment is becoming increasingly difficult. This trend is driving a
strong push toward automation as companies seek to maintain their competitive edge.”
Automate-X’s goal is to remain at the forefront of intralogistics innovation, helping clients transition to efficient, automated systems that are scalable and future ready.
“Customers are often uncertain about the future and hesitant to commit to rigid technology investments without flexibility,” says Ben.
“They want contingencies – what if their business doubles next year? Or what if they need to pivot to a different market segment? Mobile automation solutions, like those from Geek+, provide that adaptability, allowing businesses to scale and adjust as their needs evolve.”
By delivering agile, customer-centric technologies, Automate-X demonstrates that, even as a young player, it possesses the expertise and adaptability needed to shape the future of warehouse automation in the ANZ region.
To know more about Automate-X, click here