Expansion opportunity With a revenue range of 25-50 million and a North American headquarters established in 1984, Hänel Showcases a growing footprint in the US logistics and automation market. Highlight potential cross-sell of upgraded ASRS modules and integration services to existing users, as well as expansion into new North American channel partners.

Customization demand Recent initiatives like design program Lifts - Your colours, Your brand indicate strong demand for branded and customizable storage solutions. This opens upsell avenues for corporate branding packages, color-matched interiors, and tailored software interfaces to improve user adoption and ergonomics.

Tech enablement Hänel uses a modern tech stack including OpenAI, HubSpot, and Microsoft tools. Leverage these capabilities to offer smart maintenance, predictive service, and AI-assisted inventory optimization to current customers, plus targeted marketing automation to nurture new leads in sectors like manufacturing and health care.

Sustainability angle As a leading vertical carousel and VLM provider, Hänel’s products offer significant space efficiency and safety benefits, supporting sustainability and lean operations. Position ASRS retrofits and efficiency improvements to customers aiming to reduce footprint and improve compliance in regulated industries.

Geographic reach With branch offices in Europe and a global distribution network across 60+ countries, plus a strong North American presence, there are growth opportunities in multinational accounts seeking standardized storage solutions and global service contracts, as well as partnerships with local integrators and distributors.