Leading US manufacturer, Martin Automatic, celebrated a successful Labelexpo Europe with a groundbreaking live demonstration that showcased the power of intelligent automation.
Recognising the increased pressure of rising costs and the shortage of skilled labour facing some converters, Martin Automatic, ETI Converting Equipment, LEMU Group, and Lundberg Tech all joined forces to present a fully connected production line that delivered a complete label product, from blank roll to finished, palletised labels across three exhibition stands and an aisle at the recent event in Barcelona.
European debut of the collaborative production line
This European debut of the collaborative production line also scored another hit. Unlike typical trade show demos, this was a real commercial job for Mirmar S.A., the Spanish label converter based in Valencia. The live run proved that four OEMs from four different countries with four different languages can deliver real-world performance under show conditions – a European first for the label industry.
“This project demonstrates what’s possible when technology leaders think beyond individual machines and start thinking systemically,” said Gavin Rittmeyer, Vice President of Sales and Marketing at Martin Automatic. “By integrating our equipment and trusting each partner’s expertise, we’ve created a new investment model – one that simplifies automation planning for converters and reduces risk.”
The collaboration, which was built on close cooperation, transparency, and shared commitment ensured that the combined line ran flawlessly throughout the show, underscoring how strategic partnerships can unlock new efficiencies and value for converters seeking higher productivity and lower operating costs.
“Martin has always taken a holistic approach,” Rittmeyer added. “While we’re best known for our unwind and rewind automation in the narrow- and wide-web printing sectors, our technology serves countless roll-fed applications from ultralight films to fiberglass roofing materials.”
Changing scope of the broader label market
The European expo was also the last to take place under the Labelexpo banner, with Informa, the exhibition organisers announcing a rebrand of the global series starting in January 2026. The new name will be LOUPE, best known as a printer’s eye glass but also in this case an acronym for Label and Outer Packaging Embellishment. The first expo under the new name will be held in Chicago next September.
Commenting on the rebrand, Rittmeyer said: “I think it’s good that Informa recognizes the changing scope of the broader label market. We have seen this change for the past 15 years and often mused about when does the label become another form of packaging. All technology, from presses to inks and substrates have made giant leaps over the past decades and with consumers demanding more from their packaging, broadening the scope of the expo into flexible packaging and folding cartons is a logical move.”
Martin Automatic has long been showing how its portfolio of equipment is well suited to all aspects of web-fed package print production, and this chimes well with the idea behind the rebranding to LOUPE. As Rittmeyer concluded: “If it’s on a roll, we can unwind, splice and rewind virtually any substrate, so we look forward to seeing what new business the rebrand brings us.”
Caption: A crowd gathers to watch the interconnected Martin Automatic, ETI, LEMU, and Lundberg demo at the recent Labelexpo in Barcelona