About the client

The client is the Australian division of an international brown-goods retailer and one of the largest electrical heating businesses. Their array of products ranges from kitchenware such as kettles, microwaves, and toasters, to household appliances such as heating and cooling equipment. The client sells these brands nationwide to major retailers across Australia such as Big W, Costco & Bing Lee.

the challenge

The client was having issues with their previous logistics provider prior to the switch to Elite Logistics Australia (ELA). The pick and pack warehousing division of the previous logistics provider was not keeping up to their desired standards, with items not being picked up on time. One of the primary sales avenues for the client involved products in large retailers, many of which have specific delivery requirements and procedures for the importing of goods into their stores. These could include specific stacking styles etc. The previous logistics provider was unable to keep up with the various procedures across all the large retailers.

“We are in safe hands with our supply chain managed by Elite Logistics Australia. Elite has managed to pick, pack, storage and deliver our product across our major retailer customers on time every time. Customer services team across the Warehouse and Transport teams are responsive and highly knowledgeable.”

what we did

Elite Logistics Australia replaced the previous provider in 2020 and integrated a new logistics strategy for the client, combining our warehousing and transport solutions divisions. The client has a distribution centre (DC) in Victoria, but required transport of products across Australia, with the furthest destination being WA. By implementing both our warehouse management system and transport system, ELA was able to manage all requests. We engaged in pick and pack warehousing for both the client’s B2B stores and B2C customers.

ELA brokered interstate transport solutions for the client to organise the best deals and reduce costs. This involved utilising a combination of our in-house transport team and external transport providers. Given the seasonal nature of many of the client’s brown-goods (such as heaters and coolers), it was important to ensure all products arrived interstate in full and on time.

ELA used the information provided through our integrated transport system to review the reasonable requirements for freight. (e.g. What’s a reasonable amount of product to fit on a palette, given its size & weight?) Often, freight can arrive with incorrect dimensions to warehouses, as previous holders have rushed to get it out the door. Meanwhile, ELA’s systems allowed for the review and correction of mistakes to help minimise any chances of error.

The Result

ELA has helped the Australian division of the client’s business triple in turnaround since collaboration began in 2020, increasing the number of warehouse units from 52,000 to 162,400. Additionally, the partnership has expanded to manage units from some of the client’s other sub-brands. Our pick and pack warehousing strategy, combined with the integration of transport management systems, has helped to ensure that products are delivered into major retailers without a hitch, and our technology has minimised the incorrect reporting of heights and dimensions of freight. The result allows ELA to adjust the supply chain process for seasonal products and urgent delivery, ensuring all client’s products are delivered in full and on time.

the results speak for themselves

210% growth of warehouse units since onboarding

SKU growth of 27%


At elite logistics Australia, we pride ourselves on offering seamless and integrated pick and pack warehousing solutions. Find out how we can tailor your retail logistics by contacting our representatives today.

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