Vekta Automation and SMC sharpen up the partnership
Best described as a customer centric business, Western Australian manufacturing company, Vekta Automation has grown to become what is described as one of the most trusted automated machine suppliers for the timber frame and truss industry – both locally and beyond Australian borders.
In 2007, mechatronics engineer (and Vekta Automation managing director), Ed Serrano spotted an opportunity in the Razer – a linear saw developed for the timber construction industry. After securing the rights to purchase the Razer and its IP, Serrano set up Vekta Automation from an unpowered shed on his Beckenham property. He worked to improve the functionality and performance of the Razer and to reduce the costs associated with its operation.
“We were taking on a failed product with a terrible reputation. Every time one of these machines was built, it was done so at a loss. This was a major challenge for us – to spin that around and change the reputation of our core product, but we did it and it has been a hugely challenging and satisfying process,” he says.
In addition to the constant innovation of products, Vekta Automation prioritises developments that promote safety. “This is one of our core values – ensuring that everything we do creates safety for the user.”
Today, this family-owned business manufactures a range of automated equipment for the building industry and has over 100 employees around the globe. In addition, the company’s flagship machine, the Razer, “enjoys majority market share” in Australia and New Zealand.
“We are continuously innovating and developing the Razer, improving the software, and developing the machine’s efficiency and reliability. Our competitors have not been able to replicate this,” says Serrano.
Resolving industry challenges with the Razer
The Razer enables automated, accurate and rapid cutting of timber for roofing and walling, “For our customers who supply prefabricated timber roofs and walls, this machine improves safety and enhances operations, making it possible to deliver ready-made timber products to construction sites, faster.”
Chief among the industry challenges that Vekta Automation and the Razer address, is the current labour shortage, and the growing demand for fast turnaround times.
“One of the key issues facing our customers is access to labour. There are fewer people willing to work in the manual labour-intensive construction industry,” explains Serrano. This is where the Razer (and Vekta product line) come in, carrying out the material handling jobs that might otherwise require the work of many human hands.
“Another challenge for the industry is material shortages. Timber is becoming harder and harder to get, so being able to optimise the available materials and reduce waste, is a major driving factor for our customers,” says Serrano.
Innovation as a core value
Serrano‘s background as a robotics engineer set the foundation for Vekta Automation’s approach to innovation.
“We approach industry challenges as an engineering problem, and we set about solving those issues. This is what really keeps bringing our customers back. We’re not stagnant and we’re not replicating what others have done. We invest in R&D and innovation, developing solutions for very specific problems and needs within our industry,” he says.
He is very proud of the company culture, pointing out it’s a ‘family-first company’, and has built strong relationships with employees as well as suppliers and customers. In spite of the company’s rapid growth, Serrano and his team are committed to maintaining this distinct culture that puts people first.
“In fact, this is what we really love about SMC – the people.”
A razer-sharp partnership
Key to Vekta Automation’s success has been the company’s partnership with leading global automation specialist, SMC Corporation Australia New Zealand.
Serrano explains that Vekta Automation has worked closely with SMC since the beginning. “We view them as a partner. They’ve always assisted us – from the early days of setting up the business, to the development of new products. It’s important for us to partner with experts who can fill the gaps in our expertise. We can rely on SMC to help us engineer solutions – particularly on the pneumatics applications. Their products are clever and innovative. Their approach to customers makes them stand out and has made us a loyal partner of theirs.”
Speaking to the partnership, Murray Hofstee, SMC regional sales manager, adds: “We invest in building long term partnerships, not just buyer relationships. ‘Beyond our comprehensive product range, we pride ourselves on the support that we provide to our customers throughout their automation journey. For us, it’s about helping them to solve problems by sharing information and technical insights.”
Hofstee says: “Our relationship with Vekta Automation has not been based on selling more products or the latest and greatest in our catalogue, but instead, on identifying the solution that’s right for their business, and ensuring that these products are widely available and well-supported in Australia, New Zealand, and the USA. As a result, Vekta Automation uses a vast suite of products from SMC, and trusts SMC to select the right products for their needs and applications.”
It’s through a focus on standardisation – for example, ensuring a single SMC valve can be used on multiple machines, in multiple applications – that SMC ensures its products deliver simplicity. SMC products are cost effective, readily available, and easy to maintain or repair.
“Vekta’s reputation is staked on products that work well and are easy to maintain, and if there’s a problem, they can do a quick turnaround on the repairs and maintenance. We support them, understanding that it’s not about having the latest ‘shiny and new’ tech. It’s about what’s practical for the customer and end user,” says Hofstee.
In addition to supplying standardised solutions, SMC has demonstrated a commitment to customer satisfaction and clear communication, also offering just-in-time delivery of components.
“SMC supported Vekta through the Covid-19 period, carefully managing the price and availability of products, by holding stock in Perth and Sydney. At the time, Vekta occupied a smaller floorspace and couldn’t carry more stock. We were able to help, by carrying stock locally and providing fast delivery when needed,” says Hofstee. “As manufacturer’s, Vekta Automation and SMC face the same challenges – logistics, material, staff, price, freight safety. We walk in each other’s shoes.”
They both add that this partnership is set to continue to benefit the construction industry. Vekta Automation has a pipeline of products that it plans to develop for the industry.
“The only way forward for Vekta Automation is to keep innovating,” says Serrano.