When Steve and I first manufactured our own exclusive CNC machines under ICONIC CNC, it always felt like there was a huge disconnect between us and our supplier. We often felt like a nuisance, and it became quite difficult to make changes or improvements to our products. So, in 2024, when we began working with Laneton International to manufacture our CNC machines for Simply Technologies, we were no longer looking for a supplier – we were looking for a partner.
At Simply Technologies, we believe relationships matter. We wanted more than a transactional agreement. For example, family is extremely important to us. We are a father-son company – and Laneton’s owner also works closely with his son. That means a lot to us. We were looking for shared values, mutual trust, and a vision for something bigger than either of us could do alone.
Laneton shared that vision. Known globally for their quality and innovation, they had already built a strong reputation under the i2R name, along with manufacturing many of the top CNC products in North America. So rather than reinvent the wheel, or slap our own name over someone else’s work, we made a conscious decision: let’s co-brand our products.
Not because we had to. Because it was honest.
Our CNC machines are the product of a true collaboration. From the way they are built, to the way they are supported, to the way they are sold, it is all done with intention. Together, we are not trying to exploit the CNC market. We are trying to elevate it. That means listening to educators and small shops, solving real problems, and delivering machines that feel like they were made for the user, not just sold to them.
So yes, you will see both the SIMPLY and i2R logos on our machines. That is not brand confusion – it is brand clarity. It is a signal of the partnership we stand behind. It is a reminder that good things are often built in community.