Forever Faster: Puma's New Omnichannel D.C. Fulfills a Strategic Vision

摘要

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 several warehouses across Europe into one facility, creating the perfect omnichannel D.C. Previously, Puma's distribution channels were mainly retail and wholesale. With the rise in e-commerce demand, smaller and more frequent orders increased the requirements for system performance. The D.C.s 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.