Founded
2011
Location
Tietgenbyen, Odense
When EFFIMAT was founded, it was with a vision to revolutionize warehouse automation through innovative and intelligent solutions. Back then, the company was a startup with big ambitions. Today, EFFIMAT has become a manufacturing company delivering advanced solutions to customers worldwide. This transformation has been a journey filled with challenges, opportunities, and strategic decisions.
In this article, EFFIMAT’s CEO shares his personal story about the company’s development—from the earliest ideas to becoming the global player it is today. With insights into both the greatest challenges and milestones, he offers a rare glimpse behind the scenes of what it takes to make the leap from a startup to a well-established manufacturing company.
One of the biggest challenges on the journey from startup to manufacturing company was aligning the organization with the future EFFIMAT was striving for. Peder explains that it quickly became clear that successful scaling was not just about product innovation but equally about building a well-defined and robust organizational structure.
‘We had to make a fundamental change to our organizational plan,’ he says. This meant establishing a clear management structure, redefining roles within the company, and ensuring that all departments worked together towards our shared long-term goals. This transformation required not only resources and time but also a strategic approach to creating an organization capable of supporting growth and complexity. For Peder, it was crucial that everyone in the company understood the vision for the future and was committed to realizing it.
Peder Villemoes
CEO, EFFIMAT
From the beginning, EFFIMAT has demonstrated strong sales performance, and even after prices were adjusted to more realistic levels, sales have continued to grow. The company’s revenue has increased by an impressive 30-50 percent annually, and management expects this growth rate to continue in the coming years.
The sales strategy has primarily focused on the Scandinavian and Northern European markets, as well as through partners in the U.S. In these regions, the demand for advanced warehouse automation solutions is very high. The CEO emphasizes that they have deliberately chosen to focus on these markets for now, as growth must be managed responsibly, and there is still significant untapped potential.
“Northern Europe and the U.S. are huge markets for us, and we’ve only scratched the surface,” he explains. In the longer term, EFFIMAT plans to expand into new markets, but only when the company is ready to scale further without compromising product quality or customer service.
Peder Villemoes
CEO, EFFIMAT
When Peder looks ahead, it is with great optimism and excitement. With a solid growth strategy, a strong organization, and a market showing increasing interest in EFFIMAT’s innovative solutions, the future looks bright.
‘We have laid a strong foundation, and we are now at a point where we can truly accelerate our growth,’ says Peder. He is particularly looking forward to capitalizing on the potential in existing markets and gradually expanding into new areas when the time is right.
‘I am optimistic about the future and excited to see what it holds—we have a fantastic team, a scalable product portfolio, and customers who believe in us and our vision. Everything points toward continued growth, and I am convinced that we are only just getting started.’
With this confident belief in the future, EFFIMAT embarks on the next phase of its journey with ambitions for continued success and innovation.
EFFIMAT Storage Technology A/S
Emil Neckelmanns Vej 15C-D
DK-5220 Odense SØ
Tel. +45 7199 4800
info@effimat.com
CVR 34046468