Fashion Logistics

Puma Makes Omni Channel Logistics a Reality

Geiselwind, Germany

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.

How TGW Logistics Made It Possible!

Puma desired an innovative approach to their fashion logistics, and we delivered a seamless order picking to shipping solution inside the 63,100 m² facility.

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View of a TGW Logistics' Stingray shuttle retrieving a case from one of the shuttle aisles in the Puma distribution center

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.

Woman using a PickCenter One workstation for split case order picking in the Puma distribution center

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.