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Forever Faster

Puma
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Fashion Logistics

Puma Makes Omni Channel Logistics a Reality

Black and white logo for leading sport clothing expert Puma Black and white logo for leading sport clothing expert Puma
Geiselwind, Germany

Optimising Warehouse Logistics

Puma SE has invested in a new European distribution centre in Geiselwind, Germany, to centralise its fulfilment processes and achieve goods-to-person automation. By consolidating multiple distribution centres into this omni channel hub, Puma aims to boost flexibility and performance for retail and wholesale channels. The facility uses TGW Logistics’ advanced FlashPick system with a powerful shuttle network to support fast, flexible order processing, in alignment with Puma’s “Forever Faster” strategy. This streamlined setup offers a scalable solution, especially during peak demand periods.

As a sporting goods and apparel leader, Puma looked to us to help optimise warehouse logistics to serve their global network better.

About Puma

As one of the world's leading sports brands, Puma achieved €8.6 billion in sales  (EBITDA: €622 million) in 2023 and employed over 21,000 people. Footwear is Puma’s strongest product segment. The sporting goods manufacturer based in Herzogenaurach, Bavaria, distributes its products to more than 120 countries worldwide.
 

The Challenges

  • To consolidate Puma’s European distribution centres into a single highly automated centre that fulfils European orders.  
  • To bring omni channel logistics to the facility, centralising retail and wholesale order fulfilment.  
  • To support high throughput levels, reduce labour, and improve the speed and accuracy of order processing.  

How TGW Logistics Made It Possible!

Puma desired an innovative approach to their fashion logistics, and we delivered a seamless order picking to shipping solution inside the 63,100 m2 facility.

Video teaser for the Puma case study about the automated distribution center in Geiselwind Video teaser for the Puma case study about the automated distribution center in Geiselwind
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View of a TGW Logistics' Stingray shuttle retrieving a case from one of the shuttle aisles in the Puma distribution center View of a TGW Logistics' Stingray shuttle retrieving a case from one of the shuttle aisles in the Puma distribution center

FlashPick Drives Efficient Order Picking

The integration of TGW Logistics' FlashPick system enhances Puma's fulfilment process with goods-to-person automation, allowing rapid, flexible, and channel-agnostic order processing. This technology adapts seamlessly to varying order profiles—regardless of size, sales channel, or destination - making it ideal for omni channel logistics and supporting Puma's commitment to fast, reliable delivery.

FlashPick also supports our smart Stingray shuttle system, which leverages the building height to optimise goods storage (713,000 storage locations) and automate their retrieval, reducing manual intervention. Retrieved products and order cartons are sent perfectly sequenced to 27 PickCenter One stations, which consist of highly productive and ergonomic workstations where operators can pick and pack all types of orders.

Woman using a PickCenter One workstation for split case order picking in the Puma distribution center Woman using a PickCenter One workstation for split case order picking in the Puma distribution center
View of a fully automated palletizer in action. TGW Logistics' AutoStax is putting the final cartons on and about to lower the pallet for automatic shrink wrapping. View of a fully automated palletizer in action. TGW Logistics' AutoStax is putting the final cartons on and about to lower the pallet for automatic shrink wrapping.

Smarter Shipping and Storing

Puma’s outbound process was integral to successful warehouse logistics at the Geiselwind distribution centre. To ensure error-free processing and delivery, cartons are sent to trucks using outbound sorters or stored in a shuttle buffer, packed, and held until ready to be shipped to PUMA's wholesale customers or for retail orders. This shuttle is connected to Autostax, TGW Logistics’ palletising robots, which automate the process and eliminate the need for manual work.

Supporting Long-Term Success

To ensure the continuous performance of Puma’s new distribution centre, we provide full maintenance support. Our 10-year service contract provides maximum system availability with transparent and predictable costs.  

We’ve placed 30 on-site engineers at Puma’s distribution centre, who work proactively on maintenance issues and ongoing improvements to warehouse logistics. Our goal is to future-proof Puma’s operation, so we always look for ways to improve efficiency. In addition to a better customer experience, the company enjoys a lower total cost of ownership (TCO) on its facility.
 

TGW employees performing maintenance inside the Puma distribution center TGW employees performing maintenance inside the Puma distribution center
Two employees operating the warehouse management system at Puma in the control room behind several screens Two employees operating the warehouse management system at Puma in the control room behind several screens

Rethink Your Warehouse Logistics

Ready to step up your operation with smart solutions? TGW Logistics makes it possible.
 

TGW Logistics' Lifetime Services on-site team outside of the Puma distribution center looking up at the camera TGW Logistics' Lifetime Services on-site team outside of the Puma distribution center looking up at the camera
Learn how we can bring goods-to-person automation to life for you.

Contact us today

Raffaele Destro, Vice President Business Development Fashion | TGW Logistics Raffaele Destro, Vice President Business Development Fashion | TGW Logistics

Raffaele Destro

Vice President Business Development Fashion

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TGW Logistics is a foundation-owned company headquartered in Austria and a global leader in warehouse automation and warehouse logistics. As a trusted systems integrator with more than 50 years of experience, we deliver end-to-end services: designing, implementing, and maintaining fulfilment centres powered by mechatronics, robotics, and advanced software solutions. With over 4,500 employees spanning Europe, Asia, and North America, we combine expertise, innovation, and a customer-centric dedication to help keep your business growing. With TGW Logistics, it's possible to transform your warehouse logistics into a competitive advantage.