Danish converting machine manufacturer Werosys is rebranding under a new name and introducing a more ‘streamlined’ product portfolio. Refine Finishing will continue to be led by founder and CTO Bjarke Nielsen, now joined by new managing director, Henrik Haagensen.

The new converting lines will be introduced at Flexo & Labels 2019, in Sao Paulo, Brazil, later this month. This includes the new Compact machine, which has been developed as a user-friendly, efficient and productive converting solution, with a handful of attractive options, and the Refine Creative line, a modular solution that allows custom configurations to meet the customers’ production needs and requirements.

Alongside the new company name, redesigned brand identity, complete product overhaul and strengthened leadership team, the company has expanded its sales and service network globally.

‘With new structural changes, investments and product lines, we saw it as a natural development to rename the company and create a brand new visual identity. We landed on ‘Refine – The clever way to convert’, and we are really excited about it,’ said Mr Nielsen.

He explained, ‘Refine is what we do: improve and perfect labels and flexible packaging with intelligent converting and finishing solutions. Moreover, Refine is who we are: free in our approach to converting, rid of unwanted processes and focused on crafting the solutions that work for our customers. The new tagline is pretty simple too – our converting solutions are clever – we think software, automation, and efficiency first, and then we physically build the machinery. Not the other way around.’