multi-channel
distribution
centre for
PUMA

PUMA's newest DC improves service levels

The goal: Centralisation

Puma, one of the world's leading sporting goods manufacturers for sport shoes, clothing and accessories, has invested in a new central European Distribution Centre in Geiselwind, Germany. The objective was to bundle multiple B2C/B2B distribution centres into one fulfilment centre. The new omni-channel DC serves all channels (retail/wholesale, direct) from one location and fulfils orders from throughout Europe.

To the press release

Background Grid Invers
At a glance

Challenges 
Mastered

  • CENTRALISATION Consolidating the European distribution centres into a central fulfilment centre in Geiselwind, Germany

  • OMNI-CHANNEL Fulfilment of retail/wholesale and direct order from one distribution centre

  • AUTOMATION A high degree of automation ensures a consistent output level - even when there are drastic peaks

SOLUTION & MATERIAL FLOW

GOODS RECEIPT AND STORAGE

In the goods receiving area, Puma processes returns, cartons and large goods. If the reuse criteria are fulfilled, they are repackaged and stored, as are goods in the shuttle system (713,000 storage locations). Large goods are put into storage in the large parts warehouse.

ORDER PICKING - FLASHPICK®

The order picking process is covered by the standardised FlashPick® order fulfilment system. FlashPick® is the modular Goods-to-Person (GTP) system for single-piece picking. Particularly omni-channel business models allow the system to truly shine, because it responds flexibly to order structures and transacts orders individually and independently of each other.

The shuttle system retrieves the goods fully automatically and supplies 27 manual order picking workstations (PickCenter One). There, the operator picks the goods directly into cartons or totes for further processing. The "One Source. One Target."approach means that the system features maximum accuracy with unbeatable speed.

After the pick, the goods are returned to storage in the shuttle, while the order is sent either directly to goods issue or to packaging.

OUTBOUND AREA

At goods issue, the goods are either sent directly to the lorries using outbound sorters or stored intermediately in a shuttle buffer for shop orders. The shuttle buffer is connected directly to palletising robots (Autostax) which make the mixed cartons available on pallets fully automatically.

Highlights

FLASHPICK® - SMART PIECE PICKING

FlashPick® - as the core of the solution - was the ideal choice for Puma due to the  single management approach. Orders fulfilment is customised and flexible. This enables the sporting goods manufacturer to fulfil both large and small orders regardless of any fluctuations in the order structures. This makes it possible to have later acceptance times and earlier deliveries at the same time. Another step forward for Puma in its "FOREVER FASTER" strategy.

LIFETIME SERVICES - 10-YEAR SERVICE CONTRACT

A 10-year service contract ensures maximum system availability with transparent and predictable costs. The sporting goods manufacturer can concentrate on its core processes while 30 onsite TGW technicians work proactively on maintenance and continuous improvement of the system. Puma benefits from cost transparency and low Total Cost of Ownership.  

Highly Automated 
Logistics Hub 
for PUMA (Time Lapse)

KEY FIGURES

  • Area: 63,100 m2
  • Number of storage locations: 713,000
  • Number of SKUs: approx. 120,000
  • Throughput: 74,300,000 pieces per year (2020)

Curious?

Raffele Destro
Vice President Business Development Fashion

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