About Søstrene Grene
Søstrene Grene is a traditional Danish retail company with over 300 stores across 16 countries and webshops in 14 markets. With a focus on interior design, hobby supplies, and lifestyle products, the company has become a source of joy and inspiration for homes worldwide. Since 2020, Søstrene Grene has expanded its presence in e-commerce, seamlessly integrating its sensory store concept with a strategic digital approach.
INDUSTRY
E-handel
IntegraTIon
SAP
NUMBER OF STORES
+270
WAREHOUSE
30.000 SQM.
FOLLOWERS ON FACEBOOK
2.000.000
The digital expansion
From Central Warehouse to E-Commerce Warehouse
In 2017, Søstrene Grene took an important step toward optimizing their warehouse logistics by selecting Apport as their WMS provider. This decision coincided with the establishment of a new distribution center designed to support the company’s future growth. Søstrene Grene has been synonymous with cozy stores and sensory experiences for decades. In 2020, they took a decisive step into the digital world. With a well-planned strategy, the company launched its webshop in 2020, just two weeks after COVID-19 shut down Denmark.
“Our current e-commerce warehouse is actually located in what used to be our old central warehouse. We already had the buildings, which made it simple to set up our entire e-commerce warehouse within the familiar framework. This was also one of the reasons we could very quickly and easily get started with the entire e-commerce business.”
Behind the Scenes of E-Commerce
Balancing low prices and efficient warehouse operations
With over 150 new product lines introduced each week and a constantly evolving assortment, Søstrene Grene’s e-commerce operations place significant demands on warehouse management. Transitioning from box picking to piece picking required a flexible and scalable solution to meet the company’s needs for efficiency and adaptability. Apport implemented a warehouse management system (WMS) that streamlined operations and ensured a smooth onboarding process for both permanent and seasonal staff – an invaluable advantage during peak seasons when the workforce nearly triples.
One of Søstrene Grene’s biggest challenges is balancing low product prices with the high costs of warehouse operations, particularly labor expenses. This requires ongoing improvements to warehouse processes to reduce waste and maximize efficiency. By introducing automation and implementing more strategic picking methods, the company has achieved significant cost savings and enhanced its ability to manage high-demand periods smoothly.
These targeted initiatives have solidified Søstrene Grene’s position as a strong competitor in the e-commerce sector. With a commitment to innovation and continuous optimization, they ensure efficient and sustainable operations that deliver value to both customers and the business as a whole.
THE FUTURE
Growth continues with a new warehouse in the Netherlands
As part of their ambitious growth strategy, Søstrene Grene is establishing a new distribution warehouse in the Netherlands. The location has been carefully chosen to reduce delivery times to customers in Central and Southern Europe, meeting market demands for faster deliveries and strengthening the company’s competitiveness.
“It’s simply about getting closer to our customers in that part of Europe. Transport time to customers in Southern France from Denmark is relatively long, and if we can reduce that time by maybe two days by moving the warehouse closer to our customers, it’s a huge advantage, as customers today increasingly expect faster delivery times.”
The new warehouse builds on the tried-and-tested processes and structures from Denmark, ensuring a seamless startup and efficient operations from day one. By implementing Apport WMS at both locations, standardized workflows are created, enabling smooth knowledge sharing across warehouses. This standardization not only increases efficiency but also strengthens collaboration between locations.
With Apport as a close partner in warehouse management, Søstrene Grene is well-positioned to continue their growth journey – both in the digital space and through their physical stores.