In today’s complex omnichannel landscape, brands that approach transport management with a fragmented, channel-by-channel mindset are putting their customer experience at risk. The most successful international players recognise that centralising transport management is key to consistently delighting customers – whether they’re ordering from your e-commerce site or a marketplace, or picking up a piece in-store. The question is, then: how to effectively manage distribution for all these channels at once?
Press play on this episode of Beyond Threads to hear from Ruud Mars, Director of Business Development and Transport at Bleckmann, as he reveals how a strategic approach can transform transport from a backend cost into a competitive advantage.
Understanding the omnichannel transport challenge
Operating across retail, wholesale and e-commerce sales channels creates an intricate transport puzzle, with each channel requiring a different set of shipping solutions. For instance, retail stores require frequent deliveries coordinated with product launches and seasonal campaigns. Meanwhile, wholesalers require larger shipments with rigid delivery windows, and strict penalties are often imposed for early or late arrivals of stock. On the other hand, e-commerce selling results in high volumes of small parcels with shorter lead times, plus the added complexity of returns management and customer-facing tracking.
“Each sales channel has fundamentally different transport requirements, so a one-size-fits-all approach to transport management simply doesn’t work,” explains Ruud. “When dealing with such a high volume of inventory across multiple channels, you need a ‘control tower’ set-up to provide you with holistic real-time visibility of your entire transport network. That’s how you make sure you’re agile enough to respond to unforeseen issues in your supply chain and ensure reliable shipments for all customers.”
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Building an integrated transport management system
An important way for brands to construct flexible and efficient transport operations is by using smart planning and allocation systems to spot where shipments for different channels can be consolidated. This integration enables cross-channel consolidation. For example, retail shipments can be combined with wholesale orders in the same geographical area, dramatically reducing per-unit transport costs while improving service levels across both channels. However, this can only be done effectively if you have clear cross-channel visibility and a strong understanding of where your inventory is in real time.
“The key to consolidating orders across your omnichannel transportation network is sharing data between your warehouse and transport management systems,” says Ruud. “When you can see order volumes across all channels simultaneously, you can make intelligent decisions about consolidation opportunities, route optimisation and capacity allocation that would be impossible with siloed, channel-exclusive systems.”
Upgrading your approach to transport management
A better customer experience depends on how you view transport as a function. Those who see it as simply a cost centre are more likely to only be looking for ways to reduce costs. On the other hand, those that view transport as essential to the overall customer experience can achieve key advantages, including shorter lead times, higher service levels and lower shipping costs through consolidation and automation. Equally, brands can reduce emissions by using smarter routing to achieve fewer ‘empty miles’ – a crucial advantage as sustainability becomes more important for consumers and regulators.
“Transport is no longer just a back-office function in fashion logistics – it’s becoming a strategic differentiator,” concludes Ruud. “The brands winning in today’s fashion market think about transportation in terms of top-line growth potential rather than bottom-line costs. They understand that a robust transport framework enables better customer experiences, faster omnichannel fulfilment and more flexible business models.”
Press play on this Beyond Threads webinar to get the full story from Ruud and discover how transforming your approach to transport management can help you overcome logistical complexity and unlock a powerful strategic asset.
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Transcript
Hello and welcome to the Beyond Threads webinar, where we untangle the complexities of fashion logistics and transport in a rapidly changing landscape. My name is Ruud Mars, Director of Business Development Transport at Blackman, and I’m delighted to guide you through today’s session: navigating the transport maze in fashion logistics.
Let’s start with a quick mental image. It’s peak season. Your fashion brand is shipping to boutiques in Paris, fulfilling online orders across Europe, and stocking flagship stores in Berlin and Milan. Everything looks great—until transport breaks.
For many fashion merchants, transport is not just a cost line, it’s a strategic lever. But when you operate across retail, wholesale, and e-commerce, it becomes a complex puzzle. Let’s unpack why.
Each sales channel has different transport needs. For retail, you need full control over store replenishment. Deliveries must be frequent, on time, and coordinated with campaigns and launches. Fashion is seasonal, and lateness kills full-price sell-through.
For wholesale, orders are larger but more rigid. You’re shipping to multibrand retailers or department stores with strict delivery windows, compliance requirements, and penalties if you arrive too late or too early.
And then there’s e-commerce—a totally different beast. High volumes, small parcels, short lead times, returns, sustainability expectations, and customers who expect real-time tracking and transparency.
Trying to serve all these channels with a one-size-fits-all transport solution is a recipe for inefficiency.
What we see in the market is fragmentation. Many fashion merchants end up with different providers, systems, and processes per channel or region. This leads to several pain points. First, missed delivery SLAs due to lack of visibility or coordination. Second, inefficient route planning and underutilized transport capacity. Third, a high carbon footprint due to split shipments and unoptimized transport flows. And lastly, increased administrative and operational complexity.
And let’s not forget: customers don’t care how hard this is. They just want fast, reliable, and sustainable delivery—whether they are a store manager, a wholesale buyer, or an end consumer.
The good news is that solutions are emerging. Fashion merchants are investing in integrated transport strategies that support an omni-channel model. There are three key elements.
First, consolidation and smart planning. Combine shipments across channels where possible. For example, one truck can replenish stores and deliver wholesale orders within the same city. Use dynamic routing to adapt in real time.
Second, carrier diversification with smart allocation. Especially for e-commerce, use a multi-carrier setup with platforms that optimize carrier selection per order based on price, speed, and sustainability.
Third, real-time visibility and data sharing. Use platforms that give you full visibility across channels, regions, and partners. When you know where your goods are, you can be proactive instead of reactive.
We are moving toward a world where transport is no longer a back-office operation, but a strategic advantage. Fashion brands that master cross-channel transport can achieve shorter lead times and higher service levels, reduce costs through consolidation and automation, and lower emissions through smarter routing and fewer empty miles.
It’s not about choosing between channels. It’s about building a transport setup that supports them all efficiently.
Smart transport makes brands more agile, more sustainable, and more competitive. That’s where the real opportunity lies. And remember: think in terms of top-line growth, not just bottom-line cost.
My name is Ruud Mars, and thank you for listening to this webinar. Don’t forget to follow us on our social media channels, visit our website, and stay tuned for more information in the next session.
