Swisslog, a leader in automated intralogistics solutions, is bolstering its support for Southeast Asian customers through a revamped organisational structure for the Asia Pacific excluding China (APeC) region. This strategic move, announced on 31 March 2026, aims to enhance resource availability and integration across markets, including Australia and New Zealand.
The new structure will be led by Steven Xie, who has been appointed as Executive Vice President and Managing Director, based in Malaysia. Xie, who joined Swisslog in 2017, emphasised the growing demand for scalable automation solutions in response to e-commerce growth and labour constraints. “Bringing our markets closer together allows us to share engineering expertise, project experience, and innovation across borders,” Xie stated.
Swisslog’s Malaysia office, which hosts one of the company’s three global Research and Development teams, will play a pivotal role in this integration. The office’s expertise in software development and customer service will be shared across the Asia Pacific region, facilitating knowledge transfer and collaboration.
The company’s “Ready for the Next” strategy underscores its commitment to being a lifetime automation partner. This approach focuses on delivering resilient and scalable solutions that adapt to changing demands and fulfilment models. “Being Ready for the Next means staying accountable for the outcome long after go-live,” Xie explained.
Under the new APeC structure, Swisslog aims to provide enhanced access to engineering expertise, improved scalability for large projects, and stronger coordination across supply chains. This initiative reflects Swisslog’s dedication to supporting long-term growth strategies and building resilient automation strategies for its Southeast Asian customers.
