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Four years ago
Logistics
Business
reported exclusively on the
breakthrough of the ‘AutoStore’
warehouse system. Now, Norway-
based Hatteland want to set the
record straight and discuss its position
concerning recent claims made by
Ocado about the uniqueness and
added benefits of its warehouse
system technology. Hatteland does
not recognise Ocado as the first to
develop a system that replaces aisles
with operating robots on a frame above
stacks and questions the value of the
patent applications recently filed by
Ocado. The developments of Ocado’s
warehouse system solutions are in fact
all related to the well-known ‘AutoStore’
technology developed by Hatteland.
“Ocado contacted us in 2011, after we
won a prize at LogiMAT. We asked
them to speak to Swisslog. They said
they wanted to be a distributor, rather
than an end user and sell it to other
ecommerce companies. They filed for a
patent for a different robot in 2012 and
that news went public in 2013. We didn’t
see it as being as good as ours. They
wanted us to make their robot and for
them to sell it in the grocery market. We
then stopped talking to them. They filed
for a new patent last year for a system
very similar to ours. It’s still pending,
with no decision, but we don’t think it
will be approved because there is no
added-value to what AutoStore has. We
can already remove air from the aisles
of the cube. We also don’t want Ocado
to block any future patents of ours and
we have 12 pending. We want to get our
views into the industry.”
AutoStore was patented in 1999. It is an
unique warehouse system, proven to be
the ideal small-goods handler for any
Robotic rivalry
warehouse, old or new. The machinery
is made in Poland. With standardized
boxes stacked in an aluminium cube,
Hatteland claim it is the most space-
efficient goods-to-man system on
the market and can double storage
capacity without increasing footprint.
AutoStore is sold via a global multi-
distribution network. Installed from
2005+ 2000 sold by year = 60-70%
growth. “This year 1200-1400 robots
and 1 million bins will be sold,” Lier
told me. There are now 87 installations
worldwide. The largest installation, in
Germany, has 182 robots. “It’s a green
product – 10 robots use the same
electricity as a vacuum cleaner.”
Customer include Antalis packaging,
Gucci, DHL, ABB and ASDA (with 2).
The Russian Central Bank has an
installation for coins and notes. 40% of
AutoStore projects are in ecommerce,
20% for sports apparel and equipment
– companies highly focused on
efficient logistics. “As long as you can
fit the product in the box you can use
AutoStore,” Lier adds.
Ocado has previously purchased an
AutoStore automation system from
Hatteland’s distributor Swisslog and
installed it in one of its UK warehouses
in Hatfield. Consequently, Ocado
joined many end consumers using
the AutoStore technology. Ocado
stated that its use of AutoStore is for
non-food delivery services, claiming
that Hatteland’s system isn’t used
for groceries and that this is where
Ocado’s key competitive advantages
and proprietary technology lie. Lier
contends that Ocado’s technology
solutions are merely an ‘add-on’ to
Hatteland’s existing and successful
product rather than an original concept.
“If someone wants an AutoStore they
should buy it from one of our partners.”
Shuttle storage in general seems to
be outgrowing stacker cranes and
miniloads. Vanderlande’s ‘Adapto’
shuttle system, for example, is also
high-speed. Both that and AutoStore
are easily expandable. “Nothing is as
space-efficient as AutoStore. We have a
clear advantage. We also compete with
miniloads,” says Lier.
How do you service the cube and get
access? “We can solve problems. The
robot isn’t a problem, you just take it off
and repair. The racking is very stable.
If any blockages happen you can go
in and clean by making gateways by
temporarily storing bins.”
Hatteland are marketing still via
distributors. “Yes, we have a big focus
on that. We sell only modules and our
partners integrate and support, having
discussed with the end customer. We’re
looking for more distributors. We believe
in multi-distribution but not exclusivity.
Healthy competition is good.”
Karl Johan Lier, CEO & President at Hatteland, speaks to
David Priestman
about the success of
their unique AS/RS product and potential challenges to it.
52
Logistics Business Magazine | November 2015
WAREHOUSE AUTOMATION