Four industry leaders believe have brought live, automated label production to Barcelona. At Labelexpo Europe 2025, Martin Automatic, ETI Converting, LemuGroup, and Lundberg Tech are showcasing a live production line.

The goal is to highlight the shared values of excellence and customer focus that transcend the cultures of four companies, four countries, four languages and four technical, commercial, and marketing departments.

Hall 4, with booths D27, D29, D35 and D37, features cutting-edge, non-stop web-automation; the best coating and laminating, the latest label converting machinery, and the newest automated label matrix waste handling available today. The exhibit works together as one integrated entity. The focus: Giving converters choices in best-in-class performance without compromise and without fear.

Detailed strategy

 “Our strategy has always been to lead with original designs and provocative but well-managed goals to deliver results that surpass expectations or even the imagination of the industry,” states Gavin Rittmeyer, VP of sales and marketing for Martin Automatic. “Together, Martin, ETI, LemuGroup, and Lundberg Tech are demonstrating, in real time and in the most difficult of circumstances, what no one else has dared, or dreamed of doing – creating labelstock and converting it live at a European trade show.”

In this new project for Labelexpo Europe 2025, each partner company contributes its own area of expertise. From Martin’s unwinders, to ETI’s coating, lamination and diecutting, Lundberg Tech’s automated matrix handling and, finally, the GTU Glue turret rewinder and LemuGroup’s UltraCompact, where the roll is converted, packed, and palletized automatically.

“With this collaboration, we are showcasing more than just technology. We are proving that it’s possible to deliver solutions built with the best modules on the market. We want to pass on to the customer the same confidence we have in this project. Running a real production line in such a demanding environment at a tradeshow is a challenge but also an opportunity to demonstrate the level of integration, automation, and reliability we are capable of delivering,” remarks Iñaki Larrea, CEO of LemuGroup.

“LemuGroup has always had a clear vision, to offer customers the best technology on the market. We understand the need for companies to achieve fully integrated and automated processes and that is where we focus our efforts,” he adds.

Converting freedom

“This collaboration is about giving converters real freedom. The freedom to build the production line they need, with the technologies they trust, and without compromising on performance,” says Maxime Bayzelon, president of ETI Converting. “By joining forces with Martin Automatic, LemuGroup, and Lundberg Tech, we’re showing how non-stop unwinding, coating and laminating, finishing, and end-of-line automation can work as one seamless process. It reflects what converters need most today: the ability to adapt quickly, run efficiently, and grow with confidence. We’re proud of what we’ve built together. And we believe converters will walk away inspired by what they’ll see.”

“At Lundberg Tech, we believe innovation isn’t just about new technology—it’s about creating solutions that solve real-world challenges. At Labelexpo Europe 2025, we’re proud to demonstrate how automated matrix waste handling can ease operators’ daily work and boost overall equipment effectiveness (OEE) in non-stop production environments. Together with ETI Converting, Martin Automatic, and LemuGroup, we’re not just running a line—we’re showcasing what’s possible when expertise, integration, and a shared commitment to performance come together. It’s the same value we deliver to our customers and partners around the world every day,” adds Karsten Kejlhof, chief commercial officer (CCO) for Lundberg Tech.