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Matas scales e-commerce logistics with AutoStore

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About Matas B2C

In recent years, Matas has seen significant growth in its online shop. Today, online sales account for around one third of the overall business, and that share continues to grow steadily. This places high demands on a B2C logistics operation that can keep pace with a growing product range and increasingly complex day-to-day operations. In 2025, Matas opened its new logistics centre in Lynge, where the online shop is now handled in a setup built for high capacity, automation and greater operational stability.

INDUSTRY
E-commerce
Integration
Visma Business​
Warehouse employees
100 (450 at peak)
The warehouse in Lynge
32,000 sqm
Order numbers
55,000
The challenge

When retail and online sales require separate operations

Matas had reached a point where the space in its existing warehouse was no longer sufficient. The product range was growing, the number of SKUs was increasing, and the online shop was taking up more and more of the overall operation. This made it increasingly complex to create an efficient flow when both retail and e-commerce had to be handled in the same setup.

Matas therefore chose to separate B2B and B2C. Retail operations could continue within the existing framework, while the online shop moved to the new logistics centre in Lynge. Here, the operation could be designed around the conditions that define e-commerce: many smaller orders, short deadlines and major fluctuations in workload – requirements that differ from traditional store replenishment.

"We have had Apport for many years, so it was completely natural for us to continue the good collaboration we already had. When we were going to implement AutoStore here, Apport became part of the solution straight away."

Dan Jensen, Project Manager & Process Specialist
The solution

A setup with AutoStore and Apport WMS

In Lynge, Matas has established a dedicated B2C warehouse, where AutoStore and Apport WMS play a central role in daily operations. At the heart of the warehouse is a large AutoStore system, where around 95% of the product range can be placed in bins. This creates a compact and efficient setup that is well equipped for an online operation with many orders and short deadlines.

The AutoStore system in Lynge consists of 130,000 bins, 235 robots, 48 picking stations and 8 inbound stations. This provides a strong foundation for both putaway and picking in an operation where precision and stability need to go hand in hand.

For Matas, it was a clear advantage that Apport was already its WMS partner and knew the business in depth. With the establishment of the new B2C warehouse in Lynge, Apport was therefore a natural part of the solution from the very beginning. At the same time, the solution drew on Apport’s experience from a number of AutoStore installations for other customers. This provided a strong basis for dialogue on design, interfaces and the choices needed to make the overall solution work in practice.

"Apport has played a huge role, both because they know us as a business, but also because they know AutoStore through their many AutoStore installations. That is why getting this up and running here has almost been plug and play for them."

Dan Jensen, Project Manager & Process Specialist
The future

Built to grow

The new logistics centre in Lynge is not an end point, but a strong foundation for Matas’ continued development. Both the building and the chosen solution have been planned with expansion in mind, allowing Matas to continue growing without having to start from scratch. The system is designed to operate for many years, while remaining flexible enough to be expanded when the need arises. This long-term thinking is essential in a B2C operation, where requirements change quickly and new needs can arise at short notice.

The next step for Matas is further automation in the packing processes and carton flow. The ambition is to simplify more parts of the operation, strengthen capacity and maintain the delivery performance customers expect. At the same time, the current setup provides a stronger foundation for working with data in day-to-day operations. As more workflows become measurable, it becomes easier to monitor performance closely, react quickly and prioritise correctly.

With the new setup in Lynge, Matas has a solution that supports operations today while creating room for the next steps. The interplay between AutoStore and Apport WMS provides a strong foundation for developing the logistics operation further as needs continue to evolve.