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    Stronger, clearer, future-ready: Verbruggen introduces new machine naming strategy

    Interview with Tom Rosier, Sales Director at Verbruggen Palletizing Solutions

Verbruggen Palletizing Solutions has introduced a new, internationally aligned naming structure for its complete machine portfolio. The familiar VPM model names are being replaced by a clear and scalable V-series, including names such as V-Stack, V-Wrap and V-Pack.
The new naming strategy supports Verbruggen’s ambition to strengthen its global brand while making its palletizing and packaging solutions easier to understand for customers worldwide. Sales Director Tom Rosier explains the thinking behind this strategic step.

A portfolio reviewed through a commercial lens

Revising the naming of the Verbruggen machine range was not without reason. According to Rosier, the initiative started with a different way of looking at the company’s product portfolio. “The main trigger was that we decided to review our portfolio from a commercial perspective rather than purely from an engineering perspective,” he explains. “We analyzed how our palletizers and packaging machines are positioned in the market and how customers experience our product range.”
That exercise led to several key questions. Are the product names internationally understandable? Are they scalable for future expansion? And do they clearly communicate the function of each machine? “From that strategic exercise, the new V-series naming structure was developed,” Rosier says.

Names that immediately communicate what a machine does

One of the most important goals was clarity. The new names are designed to immediately express the main activity of each machine. “If a machine stacks products, the name should reflect that. That’s why our palletizers are now called V-Stack,” Rosier explains. “Machines that wrap pallets fall under V-Wrap, and packing solutions are named V-Pack.”
In addition to describing the function, the naming structure also provides insight into the machine’s capacity and configuration. “The numbering helps customers quickly understand what type of machine they are looking at and the performance level they can expect. Whether it concerns a bag palletizer or a box palletizer, the name already tells part of the story.”

A structured and scalable naming system

The new naming follows a clear format:
V-Stack [three digits] [optional letter]

Within this structure, each element has a specific meaning:

  • Even numbers indicate bag palletizers
  • Odd numbers indicate box palletizers
  • The last two digits represent the minimum output capacity in bags or boxes per minute
  • An additional letter indicates the machine execution, such as C for Combi

For example, the V-Stack 745 refers to a box palletizer with a minimum capacity of 45 boxes per minute. This model replaces the previously known VPM-BXL.

Rosier compares the logic behind the naming to the automotive industry. “You could compare it to how car manufacturers structure their model ranges. Think of a series where each number indicates a higher performance level. With one strong platform you can offer multiple executions. That is exactly how our modular palletizing solutions work.”

Built for growth and international markets

The new naming structure also aligns with Verbruggen’s long-term strategy. As the company continues to expand its palletizing and packaging solutions, the product portfolio must remain clear and scalable. “In the future we will offer even broader and more integrated solutions,” Rosier explains. “This naming strategy allows us to expand product groups and introduce new machine types in a structured and consistent way.”
Another important factor is international usability. “The names are short, recognizable and easy to pronounce in multiple languages. That makes it easier for customers and distributors worldwide to understand our machines.”

Developed through cross-functional collaboration

The naming strategy was developed through a collaborative process involving several departments within Verbruggen. “We started with a working group including marketing, engineering, sales and product management,” Rosier says. “We conducted market research, analyzed competitors and combined those insights with our internal expertise.” The final naming structure received full support across the organization. “It was important that R&D, Sales and the Management Board all supported the outcome. This is not just a marketing change – it is a strategic brand decision.”

Clearer for customers, more logical for partners

For customers, the change mainly results in clearer and more intuitive product names. “The machines themselves remain the same reliable Verbruggen palletizers customers know and trust,” Rosier explains. “What changes is that the names are now easier to connect to what the machine actually does.” For distributors and sales teams, the benefits are even greater. “The product range has become more logical. When you see a machine name, you immediately understand where it fits in the portfolio and what type of application it is designed for.”

Strengthening the Verbruggen brand

According to Rosier, the new naming strategy also reinforces the Verbruggen brand in the global palletizing market. “We want customers to choose a strong and reliable brand. Verbruggen has been a trusted name in palletizing solutions for decades.” At the same time, the company continues to evolve. “This new naming structure shows that we are aware of market developments and continuously improving how we present our solutions. It strengthens our identity as a future-oriented brand.”

A foundation for future machine developments

Looking ahead, Rosier sees the new structure as the foundation for further development of the Verbruggen machine portfolio. “This system gives us the flexibility to introduce new machines, configurations and product groups while keeping the portfolio clear and consistent.”

Recognition, connection and trust

Ultimately, Rosier hopes the new naming will strengthen the connection between Verbruggen and its customers. “I hope customers immediately recognize that these machines belong to a brand with a clear vision and a well-thought-out identity,” he says. “If I had to summarize the new naming strategy in one sentence, it would be about recognition and connection. By recognizing what customers need, we can present a product portfolio that is logical, transparent and aligned with those needs.”

A future-proof Verbruggen

With the introduction of V-Stack, V-Wrap, V-Pack, V-Load and V-Weigh, Verbruggen Palletizing Solutions takes an important step toward a clearer and stronger global machine portfolio. The new naming will be introduced gradually across machines, the website, brochures, quotations and internal systems. As Rosier concludes: “We are here to stay. We continue to evolve, but our reliability remains unchanged.

 

“Customers can continue to build on Verbruggen — today and in the future.”
Tom Rosier – Sales Director at Verbruggen Palletizing Solutions

 

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