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One Year at SMF – Joacim Theorell’s Journey into a New Industry
It’s now been a year since Joacim Theorell joined AB Svenska Maskinskyltfabriken (SMF) — stepping into a industrial labelling industry. He has several year of experience in sales, for instance 16 years as Sales Manager at Newell Brands, where Lenox saw blades and hole saws were top priorities.
Since August this year, Joacim has taken on the role of Sales Manager for the Swedish division of Tekniseri: “One of the challenges at SMF is communicating that we do much more than just machine plates. Sure, we produce thousands of signs every week, but today this accounts for less than 15% of our turnover,” says Joacim.
“What drives SMF forward is heavy industry, with the machinery and industrial automation leading the way. Our strength lies in our in-house capabilities — punching and milling components that are then surface-treated and/or printed. In fact, 50% of everything we produce goes through some form of surface treatment,” he continues.
SMF currently supplies a wide range of components to major players also in the demanding Swedish defense industry, with the three largest companies on the market being end customers.
“What we really want to do is manufacture aluminum components that are processed, surface-treated, and/or printed. It can be anything from a large junction box to a small mounting plate. It’s hard to define what we can and can’t do — our typical response to customers is: Send us a drawing and we’ll take a look.”
SMF is the specialist in metal processing and surface treatment within the Tekniseri Group. But being part of the group also means access to expertise from other companies — giving SMF the ability to offer solutions in overlays, decals, membrane switches, and industrial insulation.
“Now we’re looking forward to Elmia Subcontractor, taking place November 11–13. Feel free to stop by our booth: B08:44,” Joacim concludes.
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