The Background

Our customer, Superdry, is a contemporary clothing brand from the UK that fuses vintage Americana and Japanese-inspired graphics with British styles. Their product range is characterised by authentic vintage washes, unique detailing and hand-drawn graphics. Today, Superdry is present in 169 countries. They have over 200 stores across the UK, US and Europe, along with e-commerce websites and a vast network of franchise outlets.

The Challenge

Superdry’s clothing and accessories are made in China, Vietnam, Turkey, and India, amongst others. These locations are helpful since Asia Pacific countries are also one of their key markets. However, their product lines were becoming increasingly extensive and complex, leading to operational challenges in the supply chain. Superdry needed to establish an efficient logistics hub operation in Asia Pacific with an emphasis on optimising regional sourcing, distribution and warehousing costs.

Achieve supply chain transparency through optimised Warehousing and Distribution

The Maersk Solution

At Maersk's Hong Kong distribution centre, we gave Superdry access to a warehousing provider that spoke their language and understood their requirements at great length. We also helped them create an efficient distrubution centre strategy. This took care of everything - from piece scanning for inbound loads to pre-sorting to pick-ticket level for each franchise, which were efficiently carried out in the warehouse. We set up a full system integration, SKU, and in-transit online visibility on every shipment to increase their supply chain transparency, helping Superdry manage their customer expectations, from end to end. Moreover, our value-added services such as labelling, sorting by SKU, repacking, scanning, and inventory management helped Superdry go all the way.

The Result

The solution, a logistics hub built around Maersk's flexibility, was able to accomodate Superdry's needs through better logistics control and cost optimisation. Today, a team of Maersk experts handles Superdry's warehousing to support their business development plans in the Asia Pacific, providing them with best-in-class logistics services.

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