Element Logic launches in Australia with industry events in Sydney and Melbourne
Following the acquisition of Safer Storage Systems in December 2025, Element Logic has now taken the next key step in Australia and New Zealand. Earlier this month, we officially launched Element Logic in the region through two industry events in Sydney and Melbourne, bringing together customers, partners, consultants, and leading voices from the warehousing and supply chain community.
The events marked more than a formal introduction. They signaled the beginning of a long-term commitment: combining global automation expertise with strong local capability to optimize warehouse performance across Australia and New Zealand.
A shared ambition meets the market
“These events were more than introducing a brand,” says Ankush Malhotra, Group Chief Executive Officer of Element Logic. “They represented the moment when our shared ambition with Safer Storage Systems met the market. Australia is a highly attractive automation market, and we are excited to move forward together with a strong local team and a clear long-term commitment.”
These events were about more than introducing a brand.
Ankush Malhotra, Group CEO – Element Logic
As a global technology company, Element Logic views the warehouse in its entirety from racking and robotics to software and system integration. Our role is to give customers a competitive edge by making their warehouses smarter, more efficient, and ready for growth.
Designing for resilience and scalability
Across both evenings, discussions centred on adaptability, resilience, and the future of warehouse automation. Industry leaders explored how supply chains must evolve to remain competitive, and what it takes to design solutions that scale with changing business conditions, new technologies, and rising customer expectations.
“The conversations in Sydney and Melbourne reinforced why this partnership makes sense,” says Om Shankar, Group Chief Operating Officer and Chief Executive Officer for Asia-Pacific at Element Logic. “Customers are not looking for one-off automation projects. They want long-term platforms, software-driven performance, and partners who stay with them as they grow. Together, Element Logic and Safer Storage Systems are well positioned to deliver exactly that.”
Customers want long-term platforms, software-driven performance, and partners who stay with them as they grow.
Om Shankar, COO and CEO for Asia-Pacific – Element Logic
This reflects a broader shift in the market – automation is no longer a question of if, but how. The right technology must not only improve performance today, but it must also create flexibility for tomorrow.
Combining local strength with global expertise
The launch events highlighted the strength of the combined offering now available in Australia and New Zealand.
By bringing together Safer Storage Systems’ local manufacturing capabilities, market knowledge, and established customer relationships with Element Logic’s global automation expertise, proprietary software portfolio, and system integration experience, customers gain access to a seamless automation journey from high-quality racking solutions to advanced robotics and intelligent warehouse software.
It is a combination built on complementary strengths and a shared commitment to delivering measurable results.
Powered by people
At the heart of this partnership are people.
Safer Storage Systems continues with the same relentless customer focus – now strengthened by being part of a global organization with decades of automation experience.
“This was an important moment for our team,” says Matthew Bell, Managing Director of Safer Storage Systems. “The launch events showed the market that we are moving forward together by combining local delivery and manufacturing with world-leading automation technology. Our people are proud of what we have built, and excited about what comes next.”
The launch events showed the market that we are moving forward together by combining local delivery and manufacturing with world-leading automation technology.
Matt Bell, Managing Director of Safer Storage Systems
Element Logic has always believed that technology delivers its greatest value when powered by passionate experts who understand the full warehouse workflow. That belief now extends firmly to Australia and New Zealand.
Established in presence and committed in practice
With successful launch events in Sydney and Melbourne, Element Logic is now strongly established in Australia and New Zealand not only in name, but in practice.
This marks the beginning of closer collaboration, deeper customer partnerships, and a long-term commitment to helping ambitious warehouses in the region to minimize complexity and maximize performance.
Because optimizing warehouse performance is not a one-time project. It is an ongoing journey, and we are ready to lead it in Australia and New Zealand.
