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Superdry boosts logistics visibility through IT overhaul


Superdry has worked with software company Consignor in order to consolidate its logistics IT systems.
The clothing company can now manage all movements of its goods between its distribution centres, stores and customers on a single platform.

The project has included integrating Consignor’s software with that of Superdry’s warehouse management system provider JDA at Superdry’s Europe and US distribution centres.

The company has added 40 carrier services to its offering.

In addition, Superdry has made use of Consignor’s “Shipping Rules” option, which allows it to automate rules in order to pick the optimal delivery method for each shipment.

It has also increased visibility for customers using click and collect, as well as digitised customs documentation for international shipments.

Gordon Knox, logistics director at Superdry, said: “Consignor is the right fit for our business, as they are agile and able to respond to our brand’s ever-changing business needs, provide a stable and scalable solution with access to the carriers that we want to work with.”

“Moreover, Consignor has the appetite to develop new concepts and ideas with us. These are all important factors for us, as our strategy is to become a global digital brand through digital supply chains and operational excellence.”

Ben Willetts, global ecommerce service manager at Superdry, said: “The ability to pull all the disparate shipment data streams from our ecommerce, wholesale and store delivery providers into one place gives us the opportunity to be more strategic in our decision-making with regards to managing what we do now and, just as importantly, what we do next.”

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