In an effort to rebrand its software platform for managing fulfillment operations, Intelligrated will now sell its automated material handling applications software only under its own name, discarding the title of Knighted, the supply chain technology company it acquired in 2012.

Intelligrated, a solutions integrator based in Cincinnati, said the move will highlight the ability of its warehouse execution system (WES) to optimize complex automated and manual fulfillment operations.

By using a single brand—called Intelligrated Software—the company now offers a clearer menu of modules that can be configured to serve customer applications in a wide array of vertical sectors, including e-commerce; multichannel retail; third-party logistics; and the wholesale, consumer products, food, and beverage industries. As a one-stop shop for both automated equipment and software, Intelligrated says it can smoothly integrate the two products while cutting transaction costs for clients.

The company buttressed that goal in 2012 by acquiring Knighted, with offices now located in Elmsford, N.Y., and absorbing its web-enabled logistics software for supply chain operations, including applications such as warehouse management software, warehouse control software, and labor management software. Those assets joined Intelligrated's original collection of material handling systems, warehouse control systems, and order fulfillment software.

"Operations can spend 40 percent of IT budgets on integration costs reconciling systems from multiple vendors," Kevin Roach, the executive vice president and general manager for Intelligrated Software, said in a release. "The broad capability of our software suite not only reduces software vendors and integration points, but our expertise as an original equipment manufacturer means a single-source solution for reduced project risk and optimized performance."

Intelligrated manufactures, integrates, and installs material handling automation solutions, including conveyor systems, sortation systems, palletizers, robotics, automated storage and retrieval systems, and order picking technologies. The company helps customers manage these systems through advanced machine controls and software.

Editor's note: This article was revised on June 25 for clarity.