1990 - 2000

1990–2000: Expanding Reach & Capabilities
 
1990
 
With the start of 1990s started for us, we decided to increase our presence further in all major ASEAN countries, beginning with the formation of MHE in the Philippines in 1990 and then setting up a representative office in Vietnam in 1993. This would give us a visible and practical advantage over our competitors, who would merely have agents representing their companies in South East Asia – we, on the other hand, would be directly on-site and could deliver solutions strait away and therefore establish a healthy relationship with our valued customers. In the meantime, to provide space to increased man-power and production as more and more orders were coming in, we also opened new headquarters and operational facilities in 1992, at Gul Circle, Singapore.
 
 
MHE-Demag premises at 33 Gul Circle, Jurong, Singapore
 
 
1991
 
Apart from regional expansion we also constantly sharpened our company profile on the product level and forged new partnership to meet all of our customers needs. In 1991 we reached an agency agreement with the British Gantry Railing Ltd. They offer all the products required for the installation of crane rails under their Gantrail brand and were thus a logical choice to enhance our own product portfolio. With the Gantrail adjustable rail clips and pads for mounting of crane rails, MHE-Demag could now offer a complete solution comprising consultancy, design, supply, installation and preventive maintenance services for crane rails.
 
1993
 
To reflect the world-renowned Demag brand in a better way, we rebranded from MHE into MHE-Demag in 1993. The name Demag, originally an abbreviation for “Deutsche Maschinenfabrik AG” (“German engineering works corporation”), has been established as a brand in 1910 and has build up an outstanding reputation ever since.
 
1996
 
Three years later we would reach another milestone when we were able to celebrate the delivery of our 10,000th crane on December 4, 1996. The purchaser of this special crane was Sembawang Engineering & Construction Pte Ltd, one of the leading engineering and construction companies in South East Asia, and nowadays part of the Punj Lloyd group.
 
Celebrating the delivery of our 10,000th crane on the 4th of December 1996.
 
1997
 
Shortly after our 25th anniversary celebrations in 1997, we rebranded yet again, as we changed our name from MHE-Demag to MHE-Dematic, when Mannesmann Demag Fördertechnik AG was renamed Mannesmann Dematic AG. However, in 2002 we would change our name back to MHE-Demag however, after the formation of Demag Cranes & Components GmbH.
 
In 1997, yet another strategic partnership which we are proud to have since the 1990s, was forged with the licensing & technical know-how agreement with Vetter Foerdertechnik GmbH. Together with this leading European supplier of slewing jib cranes and crane systems we were able assist our customers with their material handling from yet another angle. The equipment, which is easily handled by a single person, can quickly swing over to the material that needs to be handled, saving the operator time and effort of manoeuvring a forklift or an overhead crane to the items.
 
1999
 
At the brink of the new millennium, in 1999, we made the assessment that it is time for us to upgrade our company software to improve our database management and our internal and external business communications. Therefore, along with the whole group of Jebsen & Jessen SEA, we took the opportunity to invest in a new IT platform. Implementing SAP, a comprehensive business software solution, was a major task resulting in a system of unusual depth as well as breadth. We were now able to monitor, control and research our operations better than ever, and to compile detailed analyses of our business statistics in order to share business knowledge across our departments and divisions. It would not only improve our understanding of our business with essential key learning points, but also boost our employee engagement and motivation. The implementation was so successful, that in 2003 Jebsen & Jessen SEA was even rewarded with a top 100 listing in CIO Asia magazine as one of Asia’s top performing IT users.