Dutch fashion and jewelry brand My Jewellery, one of the fastest-growing names in the region, has opened a state-of-the-art 10,000 m² distribution center in Den Bosch. This new facility, which became operational in 2023, is designed to support the company’s rapid growth and increased demand. To ensure optimal logistics efficiency, My Jewellery partnered with logistics consultancy Groenewout for the design, construction supervision, and implementation of the logistics setup.
Founded in 2011, My Jewellery operates more than 39 physical stores across the Netherlands, Belgium, Germany, and France, in addition to a robust online presence. The company has experienced significant expansion in recent years, leading to the need for a larger warehouse.
“Our previous warehouse, about 2,850 m², was no longer sufficient to meet our growing needs,” said Vilmar Bliekendaal, CFO/CTO at My Jewellery. “We needed a more spacious facility to scale up our operations.”
Collaboration with Groenewout for Expert Logistics Guidance
Initially, My Jewellery had envisioned a new distribution center at a greenfield site in Den Bosch, but the company soon realized the need for expert logistics advice to ensure the most efficient operations. “We needed help understanding how to optimize our logistics processes and translate that into the design of the facility,” Bliekendaal explained.
This led the brand to choose Groenewout, a prominent consultancy firm specializing in logistics. “We were looking for a consultancy that could guide us through both the logistics design and the implementation process,” said Bliekendaal.
Groenewout conducted a feasibility study, analyzing different logistics scenarios for the new facility. They proposed two options: a manual system featuring pallet racking and shelving, and a more futuristic solution incorporating automation. The final logistics plan, including both automated and manual elements, was developed with Groenewout’s oversight, ensuring the layout maximized space and efficiency.
Accelerating Automation
Although My Jewellery initially planned to automate its logistics gradually, the company accelerated this process due to the competitive labor market. “We had planned to introduce automation step by step, but we decided to fast-track it due to the tight labor situation,” said Bliekendaal.
As part of this shift, My Jewellery implemented an automated packaging solution that reduced the number of packing tables from 12 to just two. This change has not only improved picking accuracy but also minimized product damage during shipping. Additionally, the company partnered with Geek+ for robotic solutions to streamline the picking process. The new system includes 22 tote-to-person RS8 RoboShuttles and 66 P40 picking solutions, which are expected to go live in early 2025.
“This automation maximizes our warehouse space and eliminates unnecessary walking for employees,” Bliekendaal noted, adding that the robots also adapt to the varying needs of B2B, B2C, and platform-based operations like Zalando.
Sustainability and Future Growth
Sustainability is a core value for My Jewellery. The new distribution center has applied for BREEAM “Excellent In-Use” certification, which is expected to be awarded by the end of 2024. Sustainability is embedded into the facility’s design, with energy-saving features and reduced packaging waste.
“My Jewellery’s commitment to sustainability is reflected in our new packaging machines, which use significantly less cardboard, and in the energy-efficient systems that support our logistics operations,” Bliekendaal explained. “These efforts not only reduce our environmental footprint but also contribute to a safer, healthier working environment for our employees.”
As the company continues to expand, My Jewellery has already initiated a new project with Groenewout, details of which are yet to be revealed. Bliekendaal teased, “We’re excited about what’s to come, and we plan to act on these new insights in the near future.”
With its new distribution center and advanced logistics systems in place, My Jewellery is poised to maintain its rapid growth trajectory and meet the ever-increasing demand for its fashion-forward jewelry across Europe.
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