Hai Robotics has just opened a new EMEA Innovation Centre in Hoofddorp. What does this launch represent for the company?
David Burggraaf, Marketing Director EMEA, Hai Robotics: It reflects our continued investment in the EMEA region and responds to growing customer demand for reliable and innovative warehouse automation solutions. The center provides a dedicated environment where customers, partners, and consultants can evaluate systems in a real operating setting and engage in more practical, experience-driven discussions around real operational requirements.
Why was Hoofddorp chosen as the location for the new centre?
David: Located close to our EMEA headquarters in Hoofddorp, the Innovation Center benefits from a strategic and well-connected location, making it an ideal hub for customers, partners, and consultants across the region. Its central position also provides convenient access to multiple reference sites, while the facility at Airborne Avenue 81 enables direct engagement with our technology and teams in one place.
What can visitors expect to see at the Innovation Centre?
David: Visitors can experience multiple HaiPick systems in operation, including different configurations and workflows, alongside demonstrations of software, system control, and real use cases. The centre also provides space for in-depth discussions with our solution consultants around system design, customer requirements, and practical implementation.
Which industries is the Innovation Center primarily aimed at supporting?
David: The applications are broad. We work with customers across a wide range of industries, including e-commerce, retail, apparel and fashion, grocery, and manufacturing, among others. The flexibility of the HaiPick platform allows us to demonstrate solutions that support piece picking, case handling, and pallet handling within a unified system.
The opening event attracted a wide audience. What was the focus of the programme on the day?
Geoffrey Smits, Channel Director EMEA, Hai Robotics: The event brought together customers, partners, consultants, and industry media from across the region. I presented an overview of Hai Robotics’ recent developments and our technology direction, while also discussing how our solutions are evolving to meet European market needs. It was about sharing our strategy and opening up dialogue.
There was also a customer perspective shared during the event. How important is that element?
Geoffrey: It’s critical. Pieter van Barneveld, Deputy Managing Director at New Wave Textiles, shared insights from our collaboration, particularly around implementation. As a customer, their perspective highlights that in projects like these, challenges will always arise along the way. What matters is having a strong, transparent partnership in place to address them effectively. By working closely together, maintaining open communication, and adapting as the project evolves, we can resolve issues quickly and keep moving forward toward a successful implementation.
What stood out during the live system demonstrations?
David: Having the systems running live makes a huge difference. Visitors could see high-density storage in action, flexible workstation setups, and how different picking and handling processes can coexist within the same system. It also created an environment for very open and detailed discussions about throughput optimisation, flexibility, and long-term scalability.
How does the Innovation Center change the way automation projects are discussed with customers?
David: Rather than focusing purely on specifications, the Innovation Center allows customers and partners to see how systems behave in real operational scenarios. It supports much more informed conversations about adapting solutions to specific application needs.
Will the Innovation Center play an ongoing role beyond the opening event?
David: Absolutely. Even before the official opening, we had already hosted several technical sessions with industry partners. Going forward, it will serve as a central hub for customer engagement, partner collaboration, and broader industry dialogue across EMEA.
What’s planned next for the facility?
David: In April and May 2026, the Innovation Center will host a series of Hai NexTech Tour sessions with a focus on e-commerce and apparel. These sessions are designed to give attendees deeper insight into how our solutions can be applied in those sectors, with further details and registration available via the Hai Robotics website.
How does this launch fit into Hai Robotics’ wider European strategy?
David: With demand for flexible and scalable automation continuing to grow in Europe, the Innovation Center underlines our commitment to supporting customers throughout the entire journey—from early-stage evaluation and system design through to deployment and long-term expansion.
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