Top brands.

Top performance.

Magazine for our par tners and employees

Successful 13 fairs in 5 months

01 2011

Efficient Air-conditioning concepts from SCHÄFER IT Systems

PowerfulNew slitting line at EMW

Trade fairs

03 13 fairs in 5 months

Top Topic

04 New brand indentity for SCHÄFER WERKE

markeT

05 Keeping things cool with cabinets from SCHÄFER IT Systems

06 New slitting line at EMW

08 Together we are closer to our customers

10 Draught beer for faraway markets 11 New IBC brings products up to the right temperature

Dear readers

In this edition of Dialog, we would like to present our newly

designed brand identity. As you are aware, our diversified

SCHÄFER WERKE Group operates in very different sectors: Steel

Service, Perforated Metal, Container Systems, IT-Systems, Interior

Systems and Industrial Solutions.

But all these sectors have one thing in common: STEEL.

When we began designing our new internet presence last year,

we wanted to combine it with the adaptation of our entire brand architecture. Besides

achieving a uniform appearance, the aim was to position each individual business division more

uniformly on the different markets.

The result is what we can present to you today. The colour in our new trademarks is the steel

blue of our EMW, which is already widely recognised, and to hold it

all together, the newly created “SCHÄFER S” has been added.

Why not take a look at our new internet presence at www.schaefer-werke.de. This is where we

are available for customers around the clock. You can find all the information you need about

our products and services and we will guide you quickly and simply through our business

divisions and delivery ranges.

In this edition we have, of course, compiled lots of news and reports on the current activities

in our business divisions. I hope you enjoy reading this and wish you all the very best.

“Glück auf”.

Peter Bosbach

Managing Director

ediTorial

Published by: SCHÄFER WERKE GMBH Responsible: Peter Bosbach, Sebastian Hilpisch, Christine SchollEditorial address: SCHÄFER WERKE GMBH, Pfannenbergstraße 1, D-57290 Neunkirchen Telephone: +49 (0) 2735/787-01 Telefax: +49 (0) 2735/787-249 E-Mail: info@schaefer-werke.de Internet: www.schaefer-werke.deLayout: conception Kommunikationsagentur GmbH, Siegen Printer: braundruck, NeunkirchenPicture credits: page 10, Medioimages/Photodisc; page 11, iStockphoto/stuartbur

Reproduction with permission free of charge

I mpr int

0 2 dialog 01| 11

Trade fair attendance

01| 11 dialog 0 3Trade f a i r s

13 fairs in 5 months

+ + + The trade fair season was opened this year by SCHÄFER Container Systems, which, besides containers for the beverage industry (KEGs), also manufactures large-scale and special steel con-tainers (IBC) for the transport and storage of liquid and paste-like substances. At the “International Dangerous Goods Conference in Hamburg“ from 20th. – 22nd. February 2011, the extensive range of standard and special solutions, including the heatable container, was presented to a selected specialist audience.

As a trend-setter for packaging industry, the INTERPACK in Düssel-dorf from 12th. –18th. May 2011 offers a unique platform for exhibitors. Visitors to this fair, too, were treated to a convincing sample of SCHÄFER Container Systems’ ingenuity in providing solutions.

+ + + Two specialist events in the USA and Africa signalled the star-ting point for SCHÄFER Container Systems. At the IBD Conven-tion in Uganda from 6th. –11th. March 2011 and the CRAFT BREWERS CONFERENCE in San Francisco (USA) from 23rd. – 26th. March 2011, visitors were presented with a range of solution-oriented draught beer concepts, while the self-sufficient dispensing system smartDRAFT was presented at the EBC Congress, which took place from 22nd. – 26th. May 2011 in Glasgow.

+ + + SCHÄFER Perforated Metal was able to book a success at the EuroShop in Düsseldorf from 26th. February – 1st. March 2011. As triennial event, this fair is one of the most important market places for new trends in retail shop fitting.

+ + + At the CeBIT in Hannover from 1st. – 5th. March 2011, the world’s most important IT exhibition, SCHÄFER IT Systems presented its server and network cabinets as well as air-conditioning systems for data centres. This was successfully followed up at the WorldHosting-Days from 22nd. –25th. March 2011 in Rust (Europapark), at the one-day Future Thinking event at the Sinsheim Technology Museum on 7th. April 2011 and at the ISC International Supercomputing Conference in Hamburg from 20th. – 22nd. June 2011.

SCHÄFER IT Systems at

the 2011 CeBIT

+ + + At the same time as the CeBIT, SCHÄFER Perforated Metal and the EMW Steel Service Centre were at the “Z – Subcontrac-ting Fair” in Leipzig from 1st. – 4th. March 2011. The “Z” is primarily a forum for automotive industry suppliers many of whom get a great number of their materials from SCHÄFER Perforated Metal and EMW. The 10th. Blechexpo, international trade fair for sheet metal processing from 6th. – 9th. June 2011, once again made Stuttgart the focal point of the sheet metal processing industry. The EMW Steel Service Centre and SCHÄFER Perforated Metal had an area of 120 m² to display their expertise. And these two divisions were also present at the annual Metalforum in Posen from 14th. – 17th. June 2011.

Peter Bosbach, managing director at SCHÄFER WERKE, sums up by saying: “To organise 13 fairs, some taking place simultaneously, does take a certain amount of logistics effort, but in the end it’s really worthwhile. All our divisions had very good contacts to existing and potential new customers at the fairs. After such a good start, we can look ahead to the rest of 2011 very optimistically, because these fairs are only the beginning of a series of exhibitions planned for the rest of the year.“

+ + + IT-SA Nuremberg, 11th.–13th. October 2011The IT-Security Expo

+ + + BRAU BEVIALE Nuremberg, 16th.–18th. November 2011RawMaterials – Technologies – Logistics – Marketing

Top T o p i c0 4 dialog 01| 11

New brand identity for SCHÄFER WERKE

enterprise. The cohesion we demonstrate, the capital already accumulated by the “SCHÄFER WERKE” brand would start to bring profitable returns. But then what happens to EMW? Our diversified ope- rations provide good reasons for division according to target markets and separate identities based on product ranges. In marketing practice, the terms family bran-ding or range branding strategy are used for these questions. Translated into our daily operations, it means for instance: what is the first recognisable name on our brochures or our internet pages? Using a methodical approach in workshops, we had already worked out the answer. The central statement in all working groups was: „expertise“ (= in a business area) is more important to our customers than “size” (= the group).

So the decision for range branding was taken.

This was consequently connected with further fundamental changes in the presen-tation of our brands and the publicizing of our business divisions:n The collective name for the group “SCHÄFER WERKE” will become the common “name” n The business divisions will continue to work under their previous “descriptions” n The business divisions will be given a supplement to denote their inclusion in the group, for example: SCHÄFER Container Systems – a division of SCHÄFER WERKEn The “range brands” can each have their own independent identity

Whereas our advertising image has developed and evolved over recent years, our internet image has been distinctly two-track: the group’s red image under the “SCHÄFER WERKE” trademark and the blue EMW design as a separate domain. Against this back- ground, we made the decision to redesign our internet presence – with the aim of bringing clarity to the group’s entire range of products and services.

To determine the route, we need a reliable compass A new, modern internet presence simultan-eously provides access to our entire portfolio of products and services and consequently leads to the inevitable structural question: Together or separate? Do we present every-thing under one roof (= from a single source) or do we focus on the efficiency of each in-dividual division? Our positioning needs to makes us unmistakable with a high recog-nition effect. The way to achieve this involves a so-called SWOT analysis of strengths and weaknesses, the determination of our cur-rent and future business orientation and self- critical questions on what is really important for markets and customers: what do we stand for, what benefits do we create? What things do we have in common that are also relevant for our various target groups?

Strong performances. Strong brandsBut which brand strategy would best reflect the future of the group? If we present everything under one image, in future there will be only one source for all information – which seems appropriate for a family

It all remains different – the development of our brand(s!) Our aim was to achieve a uniform external image. We managed to do this with two improvements to our corporate design. Firstly by including the blue colour of EMW in our SCHÄFER lettering and secondly by expanding the trademark into a brand/ trademark. With the SCHÄFER “S”, we have created an element that immediately serves as a visual leitmotif and will ensure a high recognition effect.

The implementation of the entire process, both the strategic brand approach and its operative realisation in new brand/ trademarks, can be seen on our new website:n The new web presence was designed as a portal solution. After entering via a general home page, all range brands are presented as independent business areas. n To provide distinctive, unmistakable orientation in this impersonal digital market, we want to make our mark figuratively speaking, as well. The blue “S” now links all business divisions and product ranges within SCHÄFER WERKE.

It stands as a symbol for the material that has made us so strong: that is steel.

www.schaefer-werke.de

Keeping things cool with cabinets from SCHÄFER IT-Systems

In 1997, at the headquarters of its German branch in Dornach near Munich, Ingram Micro built a data centre. Increa-singly compact servers with ever increasing computing power and the process of consolidation on blade modern servers in small spaces cried out for well thought out cooling concepts.

As the general contractor, Ingram Micro chose the company Xerabit in Unterschleiß-heim. Together with SCHÄFER IT-Systems, a cooling concept was developed that, not only in a spatial sense but also with a view to operating costs and the burden on the environmental offers sensational savings potential.

Air-conditioning conceptThe realisation phase began with the delivery of components in August 2010. A free-standing 80 kilowatt chilled water unit was installed at Ingram Micro. At outside temperatures below 14° C, the unit uses the outside air for cooling. That means that no energy is used for cooling at all for about six months of the year, whereas before the data centre’s reconstruction, nine 14 kilowatt split ceiling units were in operation around the clock year in, year out, and only brought the outlet temperature down to 18° C.

Energy efficient enclosuresEssential for the implementation of this cooling concept is the combination, developed by SCHÄFER IT-Systems, of a closed loop enclosure of ceiling and door elements from SCHÄFER’s “Cold Section” range with a “Loopus” side cooler. This was the most convincing solution in terms of saving energy costs, because air side pressure loss was low and room hea-ting was kept to a minimum. This is made possible by the fact that the air heated up by the servers is not expelled from the enclosure into the room, but sucked in again

Ingram Micro Distribution GmbH is one of the leading wholesalers for information

technology products in Germany. To guarantee the future reliability of its data centre,

the company has turned to air-conditioning solutions from ScHäfEr IT-Systems.

by the water-cooled side coolers from the warm aisle behind the servers, cooled down and fed into the cold aisle.

The SCHÄFER enclosure needs no raised floor and can accommodate two rows of seven racks and four integrated heat exchangers on a cold aisle area of 8.64 square metres. The capacity of the “Loopus“ solution amounts to only 17.3 cubic metres. In the past, the entire data centre had to be cooled, whereas in the final reconstruction phase, the room volume requiring cooling is reduced by 80 %.

Professional implementation, short rOIBernhard Hopp, managing director at Xerabit and Peter Wäsch, sales director at SCHÄFER IT-Systems, put the fact that the modernisation went through without any real delays down to the professional interac-tion of all those involved. “Partnership in prac-tice to the benefit of our common customers” was the description given by Peter Wäsch, who sees the image of SCHÄFER IT-Systems ideally epitomised in this project.

Armin Bergbauer from Ingram Micro also draws a positive conclusion: “From the beginning of the building work to the air- conditioning system being commissioned was less than two months.” Economically speaking, the results of the modernisation are just as pleasing: according to Bergbauer, the savings, the new infrastructure will make, should bring a return on investment in less than two years. “These outstanding figures made the decision to invest in such an extensive air-conditioning innovation very easy for Ingram Micro.”

www.schaefer-it-systems.de

In front of the SCHÄFER IT-Systems enclosure in the

Ingram Micro data centre, from left to right:

Bernhard Hopp, managing director of Xerabit, Armin

Bergbauer, CIO at Ingram Micro Germany and

Peter Wäsch, sales director at SCHÄFER IT-Systems.

Photo: Ingram Micro

markeT 01| 11 dialog 0 5

In 2011, according to estimates by the German Association of the Automotive Industry (VDA), sales figures will continue to rise and well over 60 million new cars will be sold worldwide. In 2010, the figures were between 59 and 60 million and just under 58 million in 2009.

Though the largest growth can be found in the emerging countries, figures for new regi-strations are expected to show a slight rise in Germany, too. This increased demand will also benefit German car manufacturers. The VDA expects another rise in domestic pro-

markeT0 6 dialog 01| 11

duction, which will go up by 10 % this year to 5,45 million vehicles.

In recent years, EMW has developed into one of the leading automotive-oriented steel service centres and, in order to meet this growing demand, has invested in another slitting line which has now been put into operation.

This new machine, the fifth in all, is de-signed to process coils of up to 32 tons and higher tensile steel up to a tensile strength of 1,200 N/mm2.

High-efficiency slitting line

New slitting lineat EMW Steel Service Centre

for 2011, the automobile industry is expecting increased sales for private cars.

By investing in a highly efficient slitting line, EMW has further increased its production

capacity and product diversity. The new machine went into operation at the

beginning of March 2011.

markeT

It covers a thickness range of 0.40 to 4.5 mm, coils widths of up to 1,650 mm and has a maximum cutting speed of up to 300 metres of steel sheet per minute. This additional slit-ting capacity enables EMW to react even faster and more flexibly to customers’ needs.

“One of our strengths is our extensive stock of approx. 100,000 tons of steel that enab-les us to supply our customers with a great variety of standard and special grades within the shortest possible time. Thanks to our technical equipment, we can achieve opti-mal flow of materials and fast mechanical

finishing. Our European and worldwide pro-curement capability means customers can benefit from our purchasing flexibility and reliable delivery”, explains Michael Mocken-haupt, head of division of EMW.

www.emw-stahlservice.de

Photo left: packaging line

Photo right: coil binding

turnstile

01| 11 dialog 0 7

Togetherwe are closer to our customers

Perforated metal already had a great career in architecture some 15 years ago. Meanwhile the trend seems to be turning from expanded metal back to perfora-ted metal. “A development that we are of course profiting from”, says Perforated Metal head of division Manfred Seidel. “I think the return to perforated metal in internal design and facade cladding pays tribute to the reliability and versatility that can be achieved with this material. The fact that we can supply very individual designs as well as a range of standard patterns makes us an interesting partner for demanding architects who want to put their own personal mark on a particular project.”

Trend-setting architectureThe new multi-storey car park in the Dutch town of Almere is a “delightful eye-catcher” in every sense of the word. Completed in June, the new multi-storey can accommo-date 415 cars on parking space of 14,500 m², and is adorned by a stainless steel facade depicting highly imaginative motifs. The facade elements were manufactured by voestalpine Polynorm BV in the Dutch town of Bunschoten using perforated metal from SCHÄFER.

The artistic design for the Almere car park intended an almost mosaic-style motif made of perforated sheets. The theme was to be images characteristic of the Flevoland province. To survive the necessary mecha-nical forming without being damaged, the plates had to have a special perforation pattern. After trials with various patterns,

2010 was a good year for ScHäfEr Perforated Metal. The division was able to take advantage

of a variety of opportunities in the retail fitting, facade cladding and design furniture sectors

thanks to the close cooperation with EMW

Design seating in perforated metal at

Charles de Gaulle Airport in Paris

markeT0 8 dialog 01| 11

a tool specially designed for the planned forming process was manufactured by SCHÄFER. voestalpine Polynorm, which specialises in the manufacture of 3-D style cladding elements, implemented the application of the elements through its newly established “3-D Cladding” department. A dwarf, a windmill, a bird and a bird cage finally adorned the stainless steel plates.

In summary, Manfred Seidel said: “The ex-perience we’ve gained in the project will benefit our customers in the architectural sector in future. Only recently, we supplied GGA-West office block in Zurich with 7,700 square metres of aluminised plates with a perforation pattern specially designed for that project. Large-scale architectural projects will continue to be of importance both economically and as a driving force for technological innovations.”

A huge competitive advantage for SCHÄFER are the short delivery times made possible by the immediate availability of EMW’s material stocks. This combination of thin sheet stocks and processing in one and the same company, a rarity in the German steel sector, has resulted in short distances and great flexibility, from which the customers of both divisions reap the benefits.

Perforated metal design in retail fittingFor the design of retail outlets, the versatile applications offered by perforated metal sheets is currently in great demand. They range from shelves, displays and room divi-ding elements right up to seating furniture made of perforated sheet. SCHÄFER Perfora-ted Metal can manufacture customised pun-ching dies which are then kept available for a long time. So, if a certain brand’s sales display, for instance, needs a matching seating group adding to it, SCHÄFER Perforated Metal can

provide this at short notice without any addi-tional development work or costs.

The efficient, smooth collaboration with EMW enables SCHÄFER to implement any unusual wishes its retail fitting custo-mers might have with regard to custom- developed perforation patterns at very short notice. The schedule for opening new stores and outlets is often extremely tight but the high levels of EMW’s material stocks mean that SCHÄFER Perforated Metal can react very flexibly to deadlines.

www.schaefer-lochbleche.dewww.emw-stahlservice.de

Multi-storey car park

cladding in perforated

sheets in the Dutch

town of Almere

Sales display made

from perforated metal

sheets

markeT 01| 11 dialog 0 9

Draught beer for faraway markets

Anyone who travels abroad a lot on business or goes on holiday to faraway places is bound to have had a bad experience with draught beer at some stage: it tastes flat, sometimes too warm, sometimes too cold...

In traditional beer-drinking countries, especially in Europe, draught beer is often synonymous with top beer quality, flavour and freshness. Two-thirds of beer drinkers are prepared to pay more for fresh draught beer. Quality and freshness, however, depend on three decisive factors: temperature, pressure and hygiene. In short: the dispensing system settings and regular cleaning are of the utmost importance, if the beer is to get from brewery to drinker’s glass without any loss of quality. And this is precisely where the chal-lenge lies. Today, it is the landlord or barkeeper that determines quality and not the brewery.

What have Mauritius, cambodia and Gabon got in common?

In these countries, there hasn’t been much demand for draught beer ...

up to now.

Besides this, there are many countries around the world that traditionally don’t have draught beer so the product plays a very secondary role.

As the KEG sector’s leading innovators, SCHÄFER Container Systems, together with partner enterprises Micro Matic and IMI Cor-nelius, has developed a dispensing system that serve fresh draught beer anywhere in the world at any time. smartDRAFT starts at the very point where the influence of breweries stops. With this easy-to-handle dispensing system, anyone can tap draught beer, without having to use complex and often disproportionately sized dispensing equip-ment. Mistakes or quality loss resulting from the gas supply from CO2 cylinders can be ruled out because the required carbon dioxide is integrated into the barrel. The result is that

the beer maintains its flavour right down to the last glass. The dispense head with its pre-set, tamper-resistant pressure reducing valve ensures consistently high dispensing quality. To guarantee hygiene, each barrel is supplied with a new one-way beer line to eliminate the need for cleaning. The system is rounded off by a series of coolers, designed as space-saving counter systems. With their help, the beer is cooled down to the desired, pre-set drinking temperature.

Fresh draught beer, any place, any time. With smartDRAFT, this idea has become reality.

www.schaefer-container-systems.dewww.smart-draft.com

markeT0 1 0 dialog 01| 11

New IBC brings products up to the right temperature

Heatable stainless steel containers for the pharmaceuticals, chemicals

and food industries – new possibilities for the storage and transport of sensitive

raw materials.

How do chocolate manufacturers keep the chocolate molten during production? What prevents adhesives and lacquers from solidifying too quickly? In many production processes, a great variety of media and products need to be kept well protected at the right temperature. To do this, SCHÄFER has developed a stainless steel container which will improve the transport and storage of substances like paints or adhesi-ves or foodstuffs like chocolate, oils and fats. The special feature is that the container can keep the internal temperature constant at the required level thanks to an integrated heating system and intelligent regulator.

In food production or in the pharma- ceuticals or chemicals industries, lots of substances need to be transported inter-nally or put into intermediate storage before the actual production process begins. For companies with small production capacities, extensive grounds or during peak pro- duction periods, flexible solutions need to be found.

The most important thing is that the valuable materials are well protected from external influences and do not escape into the environment. SCHÄFER has there-fore geared the design and the mate-rials to provide the system with extra durability and safety. For example, the tightly

welded outer housing permanently prevents moisture penetrating the high-quality Perlite insulation, which is then, consequently, able to ensure long-term energy

efficiency.

At the heart of the IBC is an intelligent temperature regulator with which in- dividual parameters and the temperature development in-

side the container can be controlled simply and reliably,

allowing the precise tempera-ture required by each individual

medium to be maintained constantly. All settings can be saved and monito-

red for a period of up to 12 months via a code-protected touch panel.

This also allows individual steps in the production process to be traced.

Customers can choose from five container sizes, with a volume range of between 500 and 1,000 litres. On request, the system can be supplemented by stirring devices, liquid level measurement, customer-specific con-nectors on the top section, ATEX heating device design and different gasket qualities. The container frame can also be painted according to customer specifications.

www.schaefer-container-systems.de Intelligent temperature regulator

markeT 01| 11 dialog 0 1 1

More Information?

SCHÄFER WERKE GMBHPfannenbergstraße 1 · D-5729 0 NeunkirchenTelephone +49 (0) 2735 / 787-01 · Telefax +49 (0) 2735 / 787-249E-Mail: info@schaefer-werke.de · www.schaefer-werke.de

1

EINRICHTUNGSSYSTEME

Mit SCHÄFER alles in Ordnung –in Büro und Verwaltung