Superdry

Superdry is an exciting contemporary brand, which focuses on high-quality products that fuse vintage Americana and Japanese inspired graphics with a British style. They are characterised by quality fabrics, authentic vintage washes, unique detailing, world leading hand-drawn graphics and tailored fits with diverse styling.

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The Challenge

With its significant and growing presence around the world, Superdry operates through over 750 branded locations across 65 countries, with over 200 owned stores across the UK and mainland Europe and an additional 500 franchised and licensed stores and 26 concessions. In addition to this, Superdry’s e-commerce platform sells to over 100 countries worldwide, operating from 21 international websites.

One of the main challenges faced, was a large pick area, spread across multiple mezzanine floors, in addition to over 55,000 SKU’s in stock at any one time, in single SKU pickable locations. The operation required non-mixed SKU locations in order to maintain stock integrity. This resulted in sub optimal putaway processes and additional consolidation moves in order to ensure stock was ideally located to drive efficiency in the picking process.

The Solution

Clipper and Superdry began working together in 2013. In 2017, Clipper secured a multi-year extension to its contract with Superdry, which sees Clipper continue to provide warehousing, store delivery, e-fulfilment and return management services, in addition to other value-added services.

The new contract had a strong emphasis on continuous improvement and opened up opportunities for the introduction of robotics into the solution.

The pilot solution saw the creation of a robotic enabled section of the facility – specifically dedicated to high productivity racking to manage returns storage and retrieval. The pilot infrastructure consisted of over 90 rack modules, containing circa 2160 locations, all of which could handle mixed SKU’s efficiently.

Clipper’s agility & ability ethos have been major contributors to our success

The Result

Operating from Clipper’s 500,000 sq. ft. facility in Burton-on-Trent, known as ‘The Duke’, the new partnership initiatives have surpassed the expectations of Superdry. Stock availability for resale increased from 60% within 24 hours to 99%, with the majority of stock being available within a 12-hour period. Putaway rates increased by 400%, while pick rates increased by 500%.

The improved product flow gave rise to a 50% reduction in processing space, providing Superdry with capacity to support growth plans.

Gordon Knox, Head of Logistics at Superdry  says, “Clipper have been our UK warehousing partner since 2013, and have operated The Duke since it opened. The operation and our business have undergone a significant growth and change over that period and Clipper’s agility & ability ethos have been major contributors to our success. As a result, The Duke was a natural place to start our automation journey. The robotic e-commerce returns processing pilot we have implemented is a great example of collaboration between ourselves, Clipper and our automation partner. The Clipper team contributed greatly to thr design of the solution as well as ensuring that it was a success when integrated into the operation. We look forward to building on this successful project in the next 6 months with an extension in the size and scope of the solution. The Duke continues to be our proving ground for solutions for our automated future.”