Semcon buys Propeller, a design and engineering agency

Acquisition of Propeller, the well-reputed design agency, underpins Semcon’s position as one of the most prominent design and engineering companies in Europe. With Propeller, Semcon gains a group of designers repeatedly recognised for their innovativeness. Propeller has shown it is possible to generate additional sales by giving products a design that is attractive to customers.

With Propeller as part of its Group Semcon can challenge the world’s most famous design agencies. Future plans include aggressive initiatives regarding design, innovation and product development. “The acquisition of Propeller is a strategically vital phase in our ambition to manage even larger, more complex engineering projects,” says Hans Johansson, CEO of Semcon. “This takes us one step closer to a world-leading position among businesses that can effect innovative advances from the concept stage to a commercially viable product.” The purchase of Propeller means Semcon now has over 80 employees commissioned to work with innovative design for customers in sectors such as vehicle, telecommunications, medical & life science and industry. Assignments span the entire spectrum, stretching from advanced industrial products to attractive sales hits in the consumer industry. In total, around 1,600 people currently work at Semcon with design and product development. Advanced product development for a global market Since 1995 Propeller has concentrated on developing commercially successful products based on creativity and a distinct appreciation of both advanced product development and global markets. The latest example of Propeller’s success is a new riding saddle that significantly reduces the risk of injury to the horse. ”We are breaking new ground with the Hector saddle and this is just the first in a series of innovations targeting equestrian sports," says Fredrik Magnusson, Creative Director at Propeller. “We have seen before how new material and advances in design revolutionised sports such as tennis, golf and skiing. The time has come for the equestrian sports to break with conservative thinking.” International business activities Propeller is one of the most prominent internationally active industrial design agencies in Sweden. The company has a broad network in a variety of industries. Through the merger with Semcon, its international activities expand even further since Semcon currently operates in some ten countries on three continents. Propeller’s network will complement Semcon’s web of customers and partners in the global engineering industry. Commercially successful products Propeller has been recognised with several awards for its ability to give everyday objects an appealing design and function which has a direct impact on competitiveness. Take for example the Kuna Group’s latest water purifier that boosted sales by 47% or the latest dishwasher from Asko-Cylinda that put sales up by 25%. “These are just two examples of how design and function go hand in hand and contribute significantly to a company’s profitability,” explains Hans Johansson of Semcon. “Design is more than just appearance. A designer has to be able to combine the design of an object with technological possibilities while considering what needs people have, market circumstances and fundamental creativity. The purpose of design is to make products more attractive so they contribute to higher sales figures and profits.” For more information, please contact: Hans Johansson, CEO Semcon AB, phone +46 705 914334 Images High-resolution photographs are available at the Press Office at www.semon.com.