AutoStore Quadruples Storage Capacity for Fenix Outdoor Logistics

Fenix Outdoor Logistics, a logistics company for the Fenix Outdoor Group in Europe, operates a central warehouse of 70,000 m² (753,400 ft²) in Ludwigslust, Germany. Fenix Outdoor Logistics supports the group's omnichannel retail and brand operations across Europe, managing distribution for renowned outdoor brands such as Fjällräven, Hanwag, Primus, Royal Robbins, and Tierra.

Faced with rapid growth in e-commerce and direct-to-consumer (D2C) sectors, Fenix Outdoor Logistics turned to AutoStore, empowered by Reesink Logistic Solutions, to automate its warehouse operations. Implemented in just six months, AutoStore's automated storage and retrieval system helped the company to significantly increase shipping volumes and efficiency, and positioned it to meet future needs in the competitive European outdoor retail market.

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The Challenge: Meeting Surging E-commerce Demand with Limited Resources

Fenix Outdoor Logistics faced operational hurdles as e-commerce and direct-to-consumer (D2C) channels experienced strong growth. Despite its expansive warehouse, the company faced challenges in handling growing order volumes:

• Seasonal peaks pushed the 200 staff to their limits, risking burnout and inefficiencies.
• Existing floor space became insufficient to handle increasing order volumes.
• Manual processes were inefficient and labor-intensive, unable to keep pace with the surge in demand.

The company recognized that its current operations were no longer sustainable. The inability to efficiently process orders threatened to cause delays, increase costs, and fail to meet customer expectations. The challenge was clear: transform operations to handle growing order volumes efficiently, reduce strain on employees, and ensure long-term sustainability and customer satisfaction in an increasingly competitive market.

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The Solution: AutoStore Automation for Scalable Fulfillment

In 2023, Fenix Outdoor Logistics implemented an AutoStore system in a compact design that requires just 25% of the area that a traditional manual warehouse would need for the same volume of goods.

The automated storage and retrieval system, implemented in just six months, connects seamlessly to the pallet warehouse for overstock management on one side. On the other side, it integrates effectively via conveyor technology with a pocket sorter, manual preparation area, and semi-automated packing stations. This creates a cohesive, end-to-end process flow, optimizing order fulfillment for both e-commerce and store replenishment channels. Key features include:

• 100,000 storage Bins stacked in a high-density Grid spanning 3,000 m² (32,292 ft²)
• 42 R5+ AutoStore Robots operating 16-hour picking shifts
• 16 CarouselPorts for parallel order picking

AutoStore now handles approximately 85% of item processing, with only oversized items requiring manual processing. This goods-to-person system has dramatically increased efficiency and significantly reduced physical strain on employees, while increasing throughput.

The scalability of the AutoStore system ensures the company can easily expand to meet future growth without disrupting ongoing operations. As Hans-Joachim Heuer, Director of Supply Chain Management at Fenix Outdoor Logistics, notes, "The storage density of the system saved us from having to build another hall." With this solution in place, Fenix Outdoor Logistics has not only addressed its immediate challenges but has also positioned itself for long-term success in the rapidly evolving e-commerce and D2C sectors.

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Key Benefits

Implemented with speed and efficiency, the AutoStore system was fully operational within six months and brought numerous benefits to Fenix Outdoor Logistics:

• Space optimization: 75% space savings compared to traditional warehousing methods, allowing for efficient use of the existing facility.
• Increased shipping volumes: The automated system significantly boosted monthly shipping capacity, with higher order volumes handled with ease.
• Automated speed: 85% of items are now handled automatically, reducing processing time to just a few hours.
• Reduced employee workload: 42 Robots working 16-hour shifts effectively address staff shortages and reduce strain on employees during peak seasons.
• Improved order processing: Parallel picking at 16 CarouselPorts increases efficiency and flexibility in order fulfillment.
• Seamless integration: The system connects smoothly with existing warehouse infrastructure, including the pallet warehouse, pocket sorter, and packing stations.
• Future-proof scalability: The modular design allows for easy expansion to meet future growth without disrupting ongoing operations.

Heuer emphasizes these benefits: "We also achieve greater flexibility by streaming orders, consolidating orders in the Pocket Sorter and also reducing the physical strain on the pickers. The efficiency of the system increases significantly."

Transforming Logistics for the Future

By quadrupling storage density and dramatically improving operational efficiency, Fenix Outdoor Logistics has solved its immediate challenges and future-proofed its logistics operations. The system's seamless integration with existing technologies and its scalable design ensure that the company can continue to meet the evolving demands of e-commerce and omnichannel retail. This transformation showcases how logistics operations can adapt to market pressures while improving working conditions for employees.

As the outdoor retail market continues to grow and change, Fenix Outdoor Logistics now stands well-equipped to maintain its competitive edge, deliver exceptional service, and support the success of its renowned brands across Europe.

Project Specifications

• Implementation type: Brownfield (existing site)
• Robots: 42 R5+ Robots
• Workstations (Ports): 16 CarouselPorts
• Bins: 100,000 Bins
• Grid size: 3,000 m² (32,292 ft²)
• Integration Partner: Reesink Logistic Solutions
• Integrated technology: On one end, the AutoStore system is seamlessly connected to the pallet warehouse via conveyor technology for efficient overstock storage, while on the other, it integrates with a pocket sorter, manual preparation stations, and semi-automated packing processes.