Miebach Consulting

Logistics center for PUMA creates maximum speed and efficiency


The sports company PUMA

On 6 April, the sports company PUMA opened operations in its new highly automated logistics center in Geiselwind to speed up deliveries to wholesale customers, end consumers as well as to their own stores, and thus achieves a clear competitive advantage. Miebach Consulting supported PUMA in the tendering and awarding process following the initial concept review with simulation. Furthermore, Miebach Consulting aided in the realization phase as co-project manager for the sub-projects of intralogistics, testing, and real estate.


The adjustment of the logistics structure was necessary in order to best meet the changing market requirements for fulfillment in online marketplaces, direct deliveries, and achieving faster throughput times. The new European distribution center, which is part of PUMA's logistics modernization strategy, supports the company's overall growth targets.


PUMA DC Geiselwind Go Live Source PUMA 1

Pic 1 (Source: Puma) In the foreground from left to right: Frank Dreeke, Chairman of the Board of BLG LOGISTICS and Michael Lämmermann, Chief Financial Officer Puma

PUMA DC Geiselwind Go Live Source PUMA 2

Pic 2 (Source: Puma) From left to right: Michael Lämmermann, Chief Financial Officer Puma, Frank Dreeke, Chairman of the Executive Board of BLG LOGISTICS

PUMA DC Geiselwind Go Live Source PUMA 3

Pic 3 (Source: Puma)

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Despite COVID-19 constraints, the highly automated logistics center was completed without delays and within budget. With innovative goods-to-person order picking workstations, a high-performance shuttle system with more than 700,000 bin locations, as well as around 22 kilometers of connecting conveyor technology and a total storage and handling area of 63,000m², the new location represents the flagship facility within the PUMA logistics network.


From April 2021 onwards, PUMA will supply the German, Austrian, and Swiss wholesalers with goods from the logistics center, followed by the supply of the brick and mortar business and e-commerce. In total, up to 74 million sporting goods items will be shipped annually to the company's own shops, end customers, and resellers.


By integrating the new logistics center into the supply chain network, PUMA will be able to optimize the productivity of the overall supply chain. In addition, the logistics space has the potential to be expanded in the future, giving the fashion and lifestyle company a high degree of flexibility to respond to challenging market demands and requirements.


Maximilian Molkenthin Senior Head of Logistics, PUMA says:


The new logistics centre ensures our excellent multi-channel capability and high delivery speed. From the end customer order with the smallest order item to the extensive wholesale order in the B2B sector, we can respond to our customers' wishes as quickly as possible."


Corona is accelerating the e-commerce growth which requires high performance in logistics. The new logistics center excellently fulfills this requirement and meets the customers' expectations for high service and fast delivery. The high-performance facility enables an order-to-delivery process of only two hours and thus sets new standards in customer delivery."


- says Michael Greschke, Head of Industry Fashion & Lifestyle, Miebach Consulting.


The logistics center in Geiselwind also establishes new standards in sustainability. The building is supplied with green electricity and a photovoltaic system. Rainwater is recycled via a utilisation system and honey bees will be kept on the 14,000 m² green roof in the future. The building was also designed to meet the LEED Gold standard, which is awarded to particularly sustainable construction projects.


About PUMA

PUMA is one of the world's leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For 70 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world's fastest athletes. The company distributes its products in more than 120 countries, employs more than 14,000 people worldwide, and is headquartered in Herzogenaurach/Germany. Further information: https://about.puma.com/




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Wiebke Tillmanns

Senior Manager Marketing & PR

+49 69 273992-36

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