SafanDarley North America Elevates Zach Raeon to Director of Sales Role!

SafanDarley North America has announced the promotion of Zach Raeon to the position of director of sales, reinforcing the company’s commitment to strengthening its leadership team and expanding customer support across the North American fabrication industry.

Based in Waukesha, Wisconsin, SafanDarley North America is known for providing advanced sheet metal fabrication solutions, including servo-electronic press brakes, hydraulic press brakes, shears and automated bending systems used in a wide range of industrial manufacturing applications. The company serves customers in sectors such as general fabrication, transportation, heavy equipment and industrial machinery production.

Before taking on his new role, Raeon most recently served as the company’s regional sales manager, where he worked closely with customers, distributors and manufacturing partners to support fabrication technology adoption and business development initiatives. His promotion reflects both his industry expertise and his contributions to strengthening the company’s customer-focused sales operations.

Raeon brings nearly 25 years of experience in sheet metal fabrication to the role, including more than 13 years in technical sales and sales support positions with fabrication machinery and software original equipment manufacturers (OEMs). His career has combined practical manufacturing experience with deep technical knowledge of fabrication systems, enabling him to support customers with both operational insight and application expertise.

His extensive background in the fabrication industry gives him a strong understanding of modern manufacturing challenges, including the increasing demand for automation, precision forming and production efficiency. Raeon has also developed significant experience working with distributors and end-users across the industry, helping customers implement machinery and technology solutions tailored to their production requirements.

As director of sales, Raeon will help lead SafanDarley North America’s sales strategy and customer engagement efforts while supporting continued market growth across North America. His leadership is expected to strengthen relationships with fabrication shops and industrial manufacturers seeking advanced bending and forming technologies to improve productivity and operational flexibility.

SafanDarley has built a global reputation for innovation in bending technology, particularly with its servo-electronic press brake systems that offer high precision, energy efficiency and environmentally friendly operation. Compared to conventional hydraulic systems, servo-electronic technology can significantly reduce energy consumption while delivering faster and more accurate bending performance.

The company’s automated bending systems are increasingly relevant as manufacturers continue investing in smart manufacturing technologies and automated production processes to address labor shortages, improve consistency and increase throughput. Advanced forming systems capable of supporting complex and repeatable bending operations are becoming essential across many sectors of modern manufacturing.

The appointment of Raeon comes during a period of continued transformation in the sheet metal fabrication industry, where manufacturers are placing greater emphasis on automation, connected machinery and productivity-driven solutions. Companies also require strong technical sales support to navigate increasingly sophisticated fabrication technologies and integration requirements.

By promoting experienced industry professionals with both technical and operational expertise, SafanDarley North America continues to strengthen its ability to support customers through evolving manufacturing demands. Raeon’s combination of hands-on fabrication knowledge and sales leadership experience positions him to play a key role in advancing the company’s growth strategy and customer support initiatives.

With this leadership transition, SafanDarley North America further reinforces its focus on delivering innovative bending and forming solutions while expanding its presence in the competitive North American fabrication machinery market.