Brother Strengthens European Automation Presence
Japanese multinational technology company Brother, celebrated a major milestone with the official opening of the Brother-Busche Automation Division in the German town of Gütersloh. The event marked the next step in integrating automation expertise of Busche into Brother’s global industrial strategy and highlighted the company’s commitment to strengthening its presence in the European automation market.
New Hub for Innovation in Industrial Automation
The new division brings together Brother’s international manufacturing experience and Busche’s long‑established automation know‑how, particularly in the automotive sector. With this combined expertise, the Gütersloh site is set to become a key innovation centre for advanced automation solutions that support the manufacturing industries of tomorrow.
Leadership Messages from Around the World
The ceremony featured contributions from several high‑ranking leaders within the Brother Group, underscoring the global significance of the new site. In Emmerich, Joerg Hann, Director, Brother Industrial EMEA, welcomed guests and emphasised how the new division strengthens Brother’s ability to serve as a comprehensive partner for industrial production. He highlighted the unique value created by merging Brother’s global reach with Busche’s deep technological expertise.
A video message from Kazufumi Ikeda, Representative Director & President, Brother Group, Japan, added a special moment to the event. In his address, Ikeda congratulated the teams in Germany and reaffirmed the strategic importance of the automation business within Brother’s mid‑term strategy CS B2027.
Makoto Hoshi, Head of Machinery Business Division, travelled to Germany to attend the opening in person. In his speech, he praised the long-standing innovation culture of Busche and expressed strong confidence in the future of the new division. His presence underlined the high priority placed by Brother Group on the European automation market.
As the final speaker, Peter Rakosy, Branch Manager, Busche Automation, Brother Industrial EMEA, addressed the audience with a forward‑looking message. Rakosy emphasised how much he looks forward to the collaboration ahead and highlighted the many opportunities that the partnership between Brother and Busche will unlock.
After the speeches, guests gathered to celebrate the beginning of a new chapter. The atmosphere was filled with optimism as employees and leaders from both organisations raised their glasses to a strong partnership and a successful future.
Acquisition to Strategic Expansion
The opening follows Brother’s acquisition of the automation division of Konrad Busche, announced in November 2025. Busche, founded in 1950, has long been recognised for its reliable and innovative automation solutions, especially for the automotive industry. Integrating this expertise supports Brother’s strategic goal of expanding its non‑apparel industrial sewing business and strengthening its position in high‑value sectors such as automotive safety components.
The new Gütersloh division symbolises this transformation – a place where tradition and global innovation come together to set new standards in automation and industrial sewing technology.
