BrazilGroenewout helps My Jewellery with end-to-end launch of new distribution center
Dutch fashion and jewelry brand My Jewellery has grown strongly in recent years, and to meet that demand the company opened a new, 10,000 m2 distribution center in Den Bosch in 2023. The retailer worked with logistics consultancy Groenewout for the design, supervision of the construction work, logistics setup and realization.
Established in 2011, My Jewellery today has more than 39 bricks-and-mortar stores throughout the Netherlands, Belgium, Germany and France, plus a strong online presence. The company is one of the fastest growing jewellery brands in the region.
“Due to our growth, we had outgrown our existing warehouse [which was around 2,850 m2]. We simply needed more space to scale up our operations,” reflected Vilmar Bliekendaal CFO/CTO at My Jewellery, on the decision to adopt a larger distribution center.
Logistics expertise needed
“We had drawn up a plan for a new distribution center at a greenfield site in Den Bosch, but we realized we needed specialist logistics expertise to tackle the project properly. How could we organize our logistics processes as efficiently as possible? And what would that mean for the design of the facility? We went in search of a partner that could advise us on both logistics and building-related aspects.”
The search led My Jewellery to Groenewout, one of the leading consultancies in the logistics market. “We wanted a professional consultancy firm that could help us optimize the logistics design and also support us during implementation,” said Vilmar.
Feasibility study
After Groenewout had completed a feasibility study for the logistics design of the distribution center, the consultants analyzed the findings plus other data to write a business case for two scenarios. “The first scenario was a manual concept with pallet racking and shelving. The second scenario was more future-oriented and also used robotization,” Vilmar explained.
Groenewout then drew up a Program of Requirements for the layout of the distribution center and supervised both the realization of the logistics design and the implementation. “Groenewout was responsible for all the logistics-related systems, including pallet racks, shelving, packaging machines and goods-to-person (GTP) solutions. The consultants managed the tenders for the various systems and were also involved in testing and implementation.”
Accelerated implementation of automation
My Jewellery originally planned to automate its logistics processes step by step. “We didn’t want to make too many changes at the same time, because we were already implementing a new WMS,” Vilmar said. That WMS had been advised by Groenewout as part of the Program of Requirements, and My Jewellery decided to handle the rollout itself.
Groenewout advised conducting additional analysis for an automated packaging solution. “We implemented that solution immediately because of the rapid ROI,” says Vilmar. Thanks to the more efficient setup, the number of packing tables could be reduced from 12 to just two. Additionally, picking accuracy has improved and My Jewellery has been able to significantly reduce the number of goods damaged during shipping.
“We intended to begin with a manual system for our picking process, and then move to robotization at some point in the future. However, the tight labor market forced us to accelerate that plan,” Vilmar continued. “So we decided to invest in an automated system for that right from the start too.”
Together with Groenewout, My Jewellery chose Geek+’s robotic solutions for this logistics process, with a total of 22 tote-to-person RS8 RoboShuttles and 66 P40 picking solutions forming the beating heart. “This solution maximizes warehouse space and eliminates walking for our employees,” stated Vilmar.
The system also keeps My Jewellery adaptive to the differing needs of store-focused, B2B and B2C activities as well as activities for platforms such as Zalando. “We have a special zone of shelving stocked with our fast movers,” Vilmar adds. The robots will go live in the first quarter of 2025.
The collaboration
Asked about the collaboration with Groenewout, Vilmar said: “They are all-rounders and make proactive suggestions for how we can optimize processes. I particularly liked the project-based approach: from problem analysis through to implementation. We were so happy with how it all went that that we hired Groenewout for the realization phase as well.”
Moreover, Groenewout played an important role in the revision of the construction plans. The consultants suggested various modifications that tailored the original, industry-standard design to suit My Jewellery’s specific processes. These included improvements to security, access control, fire safety and data systems, as well as structural modifications to facilitate the company’s future logistics process.
Sustainability is an important pillar for My Jewellery. BREEAM certification “Excellent In-Use” has been applied for the new distribution center and is expected to be awarded by the end of 2024. Sustainability considerations have also been incorporated into the logistics setup.
Vilmar sums up the benefits: “Thanks to our new packaging machines, for example, we use significantly less cardboard while saving energy at the same time. Additionally, the sustainable solutions help us ship products to customers quickly and efficiently, and ensure a safe and healthy working environment for our employees.”
Building on this collaboration, My Jewellery more recently conducted a new study with Groenewout, which for now remains top secret. “But we will definitely act on this in the not-too-distant future,” Vilmar concluded.
