Puma
& TGW Logistics
Puma Makes Omni Channel Logistics a Reality
Optimizing Warehouse Logistics
Puma SE has invested in a new European distribution center in Geiselwind, Germany, to centralize its fulfillment processes and achieve goods-to-person automation. By consolidating multiple distribution centers into this omni channel hub, Puma aims to boost flexibility and performance for retail and wholesale channels. The facility uses TGW Logistics’ advanced FlashPick system with a powerful shuttle network to support fast, flexible order processing, in alignment with Puma’s “Forever Faster” strategy. This streamlined setup offers a scalable solution, especially during peak demand periods.
As a sporting goods and apparel leader, Puma looked to us to help optimize warehouse logistics to serve their global network better.
About Puma
As one of the world's leading sports brands, Puma achieved €5.5 billion in sales (EBITDA: €440 million) in 2019 and employed over 14,700 people. Their sales breakdown is 75% from retail stores and 25% direct-to-consumer. Footwear is Puma’s strongest product segment, contributing to 46% of sales.
The sporting goods manufacturer based in Herzogenaurach, Bavaria, distributes its products to more than 120 countries worldwide (36% EMEA, 35% Americas, 28% APAC).
The Challenges
- To consolidate Puma’s European distribution centers into a single highly automated center that fulfills European orders.
- To bring omni channel logistics to the facility, centralizing retail and wholesale order fulfillment.
- To support high throughput levels, reduce labor, and improve the speed and accuracy of order processing.
FlashPick Drives Efficient Order Picking
The integration of TGW Logistics' FlashPick system enhances Puma's fulfillment process with goods-to-person automation, allowing rapid, flexible, and channel-agnostic order processing. This technology adapts seamlessly to varying order profiles—regardless of size, sales channel, or destination - making it ideal for omni channel logistics and supporting Puma's commitment to fast, reliable delivery.
FlashPick also supports our smart Stingray shuttle system, which leverages the building height to optimize goods storage (713,000 storage locations) and automate their retrieval, reducing manual intervention. Retrieved products and order cartons are sent perfectly sequenced to 27 PickCenter One stations, which consist of highly productive and ergonomic workstations where operators can pick and pack all types of orders.
Supporting Long-Term Success
To ensure the continuous performance of Puma’s new distribution center, we provide full maintenance support. Our 10-year service contract provides maximum system availability with transparent and predictable costs.
We’ve placed 30 on-site engineers at Puma’s distribution center, who work proactively on maintenance issues and ongoing improvements to warehouse logistics. Our goal is to future-proof Puma’s operation, so we always look for ways to improve efficiency. In addition to a better customer experience, the company enjoys a lower total cost of ownership (TCO) on its facility.
Rethink Your Warehouse Logistics
Ready to step up your operation with smart solutions? TGW Logistics makes it possible.
Contact us today
Raffaele Destro
Vice President Business Development Fashion
TGW Logistics est une entreprise appartenant à une fondation dont le siège se trouve en Autriche et qui est un leader mondial de l'automatisation des entrepôts et de la logistique d'entreposage. En tant qu'intégrateur de systèmes reconnu, fort de plus de 50 ans d'expérience, nous fournissons des services de bout en bout clé en main : conception, fabrication, installation et maintenance de centres de préparation des commandes alimentés par la mécatronique, la robotique et des solutions logicielles avancées. Avec plus de 4 500 employés répartis entre l'Europe, l'Asie et l'Amérique du Nord, nous combinons l'expertise, l'innovation et un dévouement focalisé sur le client pour aider votre entreprise à se développer. Avec TGW Logistics, vous avez la possibilité de transformer la logistique de votre entrepôt en un avantage concurrentiel.