Puma centralizes Euopean distribution network

THE GOAL CENTRALIZATION

In 2018, Puma, one of the world's leading sports footwear, apparel and accessories brands, decided to invest in a new distribution center in Geiselwind, Germany. The main goal was to consolidate serveral warehouses across Europe into one facility, creating the perfect omni-channel DC. Previously, Puma's distribution channels were mainly retail and wholesale. With the rise in eCommerce demand, smaller and more frequent orders increased the requirements for system performance. The DCs in use were limited in their ability to adapt to the change in order structure. So Puma executives decided to move operations to a new, central European warehouse.

 

"THE NEW DISTRIBUTION CENTER IN GEISELWIND HELPS US TO DELIVER A HIGHER SERVICE LEVEL TO OUR CUSTOMERS IN A FASTER AND MORE EFFICIENT WAY."

MAXIMILIAN MOLKENTHIN, SENIOR HEAD OF LOGISTICS AT PUMA
 

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MATERIAL FLOW

Incoming goods (returns, cartons, pallets) are stored in a shuttle system or manual bulk storage for oversized items. The SKUs are fully automated retrieved and forwarded to high-performance workstations (PickCenter One), where an operator picks single items into one target only (1:1 principle). Cartons are fully automated closed, labelled and forwarded to the outbound sorters. Due to its high automation degree, the system can handle retaile, whole and direct orders flexibly, quickly and accurately.

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