AutoStore marks EMEA milestone with leadership change

AutoStore has appointed Frode S. Robberstad as President of the EMEA region and introduced a new regional operating model as it surpasses 1,100 system installations across Europe, the Middle East and Africa (EMEA).

The company currently has 931 active systems installed across 35 countries in the region, with an additional 172 pending installation. These systems are used across sectors, including retail, e-commerce, healthcare, and manufacturing. EMEA operations now feature 34,301 robots, 33.7 million bins, and 8,659 ports, supporting clients such as THG, ASDA, and Direct Soccer in the UK.

"Every AutoStore system is more than a warehouse upgrade, it's a high-throughput advantage. Passing this milestone in EMEA shows that fulfillment is not just a back-end operation anymore. It's a front-line advantage. Our customers are using AutoStore to stay ahead, no matter how fast demand moves," Keith White, Chief Commercial Officer, commented.

The company highlighted that its systems provide average bin retrieval times of 27 seconds and can fulfill urgent orders in under four minutes, helping businesses to streamline operations, reduce warehouse footprint, and improve workplace conditions, while maintaining reliable and fast performance.

The appointment of Robberstad comes as part of efforts to support sustained regional growth. Robberstad has longstanding experience with AutoStore, having been the first person to operate an AutoStore system in a live environment in 2002. Since 2017, he has contributed to building the company's partner network and commercial footprint in EMEA.

This year also marks 20 years since the launch of the world's first AutoStore system, which was implemented by Element Logic.

"From the very beginning, we saw the groundbreaking potential of AutoStore's technology. Two decades later, it remains one of the most innovative and reliable automation solutions on the market — and continues to set the standard for performance and adaptability," Eir Bjørkly, Chief Executive Officer EMEA at Element Logic, said,  reflecting on the milestone.

"AutoStore has always been about solving meaningful challenges through smart, scalable automation — and we're just getting started. This new chapter is about speed, proximity, and accountability. By aligning teams under a shared mission and putting decision-making closer to the market, we're strengthening our ability to grow with our partners and support customers in an even more impactful way," Robberstad commented on the company's forward strategy.

The company's new regional operating model came into effect in early May. It brings together functions such as Partner Sales, Solution Consulting, Business Development, Consulting Sales, Customer Success, Regional Marketing Execution, and Technical Account Management under a single regional leadership group. This structure is intended to enhance agility, collaboration, and the overall customer journey across EMEA.

AutoStore noted that its collective experience, built from work with over 1,200 customers at 1,650 sites globally, enables it to address complex challenges and accelerate automation projects for measurable return on investment. The company attributes this achievement to cooperation within its partner ecosystem.

The company emphasises the longevity and sustainability of its systems, with many of its earliest installations in EMEA still performing at peak operational capacity. AutoStore maintains that empowering local teams and engaging closely with its ecosystem will support its strategy for regional growth in the coming period.