On 6 April 2021, the European central warehouse of the sports company PUMA SE will commence operations in the Bavarian municipality of Geiselwind. The successful go-live of the highly automated logistics hub is one more milestone in the collaboration between PUMA and TGW.

PUMA SE is using the state-of-the-art intralogistics system to bundle its European logistics in one central location and is commissioning one of the most powerful fulfilment centres for fashion in the world.

The omni-channel distribution centre measuring 63,000 m² ships to retailers, wholesalers and online customers. The innovative system is one more milestone in PUMA’s FOREVER FASTER strategy. It provides the basis for shipping the products of the sporting goods specialist to customers all over Europe quickly and reliably.

After the ground-breaking ceremony in 2019, an innovative logistics plant with a focus on speed and maximum performance has taken shape. Thanks to the close collaborative partnership between the companies involved in the project, it was possible to adhere to the challenging schedule – despite the effects of the COVID-19 pandemic.

The powerhouse and centrepiece of the plant is an extremely versatile FlashPick® system from TGW specifically designed for combining different sales channels. More than 700,000 storage locations for shoes, fashion and accessories are available in an area equal to about nine football fields. Five hundred shuttle robots automatically retrieve the cartons from their storage spaces before they reach picking and subsequently packaging. They are transported over a network of more than 21 kilometres of energy-efficient KingDrive® conveyor equipment.

“Fast and sustainable logistics – that’s what Geiselwind is about. And TGW, as a general contractor for intralogistics, has played an important role here. We are thankful for the excellent collaboration as partners,” says Maximilian Molkenthin, Senior Head of Logistics PUMA SE.

What is particularly impressive is that processing a customer’s order takes, on average, only ten minutes from start to finish. This means up to 74 million SKUs per year will make their way to PUMA brick-and-mortar and online customers in future. Thanks to short lead times and maximum performance, this happens quickly, efficiently and reliably – and consequently, FOREVER FASTER.

“We are very happy to be the intralogistics partner in this beacon project and to contribute our expertise and decades of experience as a general contractor,” says Johann Steinkellner, CEO Central Europe of TGW Logistics Group.


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