Superdry & Co

Customer challenge

Superdry needed a robust, end-to-end omnichannel logistics management solution that would be able to ensure a consistent customer experience across every touchpoint. The goal was clear: support the strong growth it was experiencing across its UK and European markets. Initially fulfilling all non-UK European orders from two locations in Belgium, it was looking to consolidate all of these operations at one site to drive operational efficiency, agility and flexibility – ensuring timely delivery even during peak periods. With a strong focus on keeping pace with evolving customer expectations, the brand also needed scalable inventory capacity and advanced IT systems. These would be essential to streamline the tracking and analysis of transportation and warehouse operations – and enable friction-free returns management. In addition, external pressures such as the arrival of Brexit meant that the brand needed to simplify its customs management framework to reduce administrative workload and ensure continuity of service.

www.superdry.nl

Bleckmann’s approach

Superdry has partnered with Bleckmann since 2011, and we have steadily expanded our support as the brand’s needs have grown. In 2025, we became Superdry’s exclusive fulfilment partner in the UK and Europe, with a single, consolidated European distribution centre (DC) in Grobbendonk, Belgium and a separate facility in the UK. With 50,000 square metres of warehouse space, this centralised set-up enables Superdry to deliver a seamless and consistent omnichannel customer experience – ensuring complete alignment of in-store and online product ranges and supporting cross-channel features such as ‘buy online, pick up in-store’ (BOPIS) and ‘buy online, return in-store’ (BORIS).

Smarter, faster operations

Meanwhile, our real-time inventory and transport management system – together with a dedicated automation strategy – enables continuous improvement, smarter forecasting and greater supply chain agility. This delivers complete oversight across all wholesale, retail and e-commerce channels, covering all carriers and including marketplaces such as Zalando and About You. Cross-border customs compliance is another area where we support simplified operations. For example, our integrated customs platform reduces administrative workload and keeps the brand up to date on the latest developments, ensuring consistent service even to non-EU countries such as Norway and Switzerland.

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Solutions implemented

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Omnichannel inventory management

A unified stock pool serving all sales channels provides real-time inventory visibility, smart oversight and reduced risk of stock-outs, supporting consistent service delivery even during peak periods.

Bonded warehousing

Our customs-bonded facility in Belgium enables deferred duty and VAT payments, ensuring fees are only paid once items are sold within the EU. This also allows for pre-market modifications such as relabelling and quality control.

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Simplified customs compliance

Bleckmann’s integrated customs platform automates compliance procedures and administration, while our expert team proactively monitors regulatory changes across markets to ensure ongoing compliance.

Red icon of a cardboard box with a return arrow circling around it, indicating a return or shipping concept.

Dual-location model

With one distribution centre in Belgium and one in the UK, Superdry benefits from ‘the best of both worlds’ – achieving faster fulfilment times and simplified returns management with no double duty payments.

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Analytics at your fingertips

Our integrated warehouse and transportation management systems allow us to provide Superdry with real-time dashboards, and our experts support the brand to continuously optimise its end-to-end operations.

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