what's in a name?

In this case, many fewer words! To the relief of trade journalists worldwide, the company formerly known as the Distribution and Industry Group of Siemens Logistics and Assembly Systems (try using that in a headline!) has adopted a new name: Dematic. The world's largest producer of automated material handling systems, Dematic will operate as an independent unit and a wholly owned subsidiary of Siemens, AG.

This move follows organizational changes Siemens made in October. At that time, it moved its Postal Automation and Airport Logistics Divisions into its Industrial Solutions and Services Group, and its Electronics Assembly Systems Division, which makes pick-and-place machinery for the electronics industry, into its Automation and Drives Group.

Dematic is a name long associated with the material handling industry. In fact, it existed as a brand name when Siemens purchased Rapistan Systems about five years ago. At that time, Siemens renamed its new material handling division Siemens Dematic.

Other than the name change, it will be business as usual for the new Dematic. The company will continue to operate from its U.S. headquarters in Grand Rapids, Mich. Dematic has an installed base of more than 5,000 systems worldwide and employs some 4,500 employees. Last year, it reported sales revenue of more than $1 billion.