The logistics landscape in Europe is undergoing a significant shift as GXO Logistics, a global leader in contract logistics, has begun a new partnership with Hunkemöller, one of Europe’s prominent lingerie brands. This collaboration, initiated on January 1, 2026, marks a first for Hunkemöller, as the company outsources its B2B logistics operations for the first time. The move signals a growing trend among retailers to streamline operations and leverage specialized expertise in supply chain management, particularly as e-commerce continues to reshape consumer expectations. This partnership is poised to enhance efficiency and service levels across Hunkemöller’s pan-European distribution network.
GXO Logistics, headquartered in Greenwich, Connecticut, is the world’s largest pure-play contract logistics provider, managing a vast network of warehouse space and transportation solutions for a diverse range of industries. According to GXO’s website, the company focuses on delivering complex logistics solutions to businesses seeking to optimize their supply chains. Hunkemöller, with a strong presence across Europe, operates over 900 stores in 16 countries and boasts a significant online presence. The decision to partner with GXO reflects Hunkemöller’s commitment to innovation and its ambition to meet the evolving demands of the modern retail environment.
Streamlining Operations at the Almere Facility
The core of this new partnership centers around GXO’s management of Hunkemöller’s logistics operations at its 32,000-square-meter facility in Almere, Netherlands. This facility is equipped with advanced technologies designed to boost productivity and optimize inventory flow, including a shuttle system for storage and replenishment and a shelf-to-person robotic picking solution. These technologies are crucial for handling the complexities of modern supply chains, enabling faster order fulfillment and reduced operational costs. The integration of robotics and automation is a key element of GXO’s strategy to provide cutting-edge logistics solutions to its clients.
Willem Veekens, GXO’s Managing Director for Northern Europe, emphasized the benefits of this integrated approach. “By integrating B2B and e-commerce into one streamlined, technology-driven operation, we are already delivering meaningful efficiency gains while enhancing service levels for stores and consumers across Europe,” Veekens stated in a press release. This highlights the importance of a unified logistics strategy in today’s omnichannel retail landscape, where customers expect seamless experiences across all channels.
First-Time Outsourcing for Hunkemöller
Hunkemöller’s decision to outsource its B2B logistics is a significant milestone for the company. Previously handling these operations in-house, Hunkemöller recognized the potential benefits of partnering with a specialized logistics provider like GXO. Nick Gresham, Chief Financial Officer of Hunkemöller, described the move as “a major milestone” for the brand. This suggests a strategic shift towards focusing on core competencies – design, branding and customer experience – while relying on external expertise for logistics execution. Outsourcing allows Hunkemöller to scale its operations more efficiently and respond more quickly to changing market conditions.
The partnership is expected to contribute to the ongoing development of GXO’s growing campus in Flevoland, Netherlands, further solidifying GXO’s presence in the region. This expansion demonstrates GXO’s commitment to investing in its infrastructure and capabilities to meet the growing demand for its services. The Almere facility serves as a strategic hub for GXO’s operations in Northern Europe, enabling the company to efficiently serve its clients across the continent.
The Rise of Contract Logistics in the Retail Sector
The trend of retailers outsourcing their logistics operations is gaining momentum, driven by factors such as increasing complexity in supply chains, the growth of e-commerce, and the require for greater efficiency. Contract logistics providers like GXO offer specialized expertise, advanced technologies, and economies of scale that can be challenging for retailers to achieve on their own. This allows retailers to focus on their core business functions, such as product development, marketing, and customer service.
The benefits of contract logistics extend beyond cost savings. Outsourcing can also improve service levels, reduce lead times, and enhance supply chain visibility. By leveraging the expertise of a specialized provider, retailers can optimize their inventory management, transportation, and warehousing operations, leading to increased customer satisfaction and improved profitability. The partnership between GXO and Hunkemöller exemplifies this trend, demonstrating the value of collaboration in the modern retail environment.
Technological Advancements in Logistics
The integration of advanced technologies, such as robotics and automation, is transforming the logistics industry. These technologies are enabling companies to improve efficiency, reduce costs, and enhance accuracy in their operations. The shuttle system and shelf-to-person robotic picking solution at the Almere facility are examples of how GXO is leveraging technology to deliver innovative logistics solutions. These technologies automate repetitive tasks, reduce manual handling, and improve order fulfillment speed.
The leverage of data analytics and artificial intelligence (AI) is also playing an increasingly important role in logistics. These technologies can be used to optimize transportation routes, predict demand, and improve inventory management. By leveraging data-driven insights, logistics providers can make more informed decisions and deliver better results for their clients. The ongoing investment in technology is crucial for maintaining a competitive edge in the rapidly evolving logistics industry.
Analysts at simplywall.st note that the partnership strengthens GXO’s position in the business-to-business (B2B) logistics market. While financial details of the partnership have not been disclosed, assessments of GXO Logistics following the announcement suggest investors are evaluating the potential impact of the automation and robotics expansion on the company’s valuation. Neither Hunkemöller nor GXO have commented on potential expansion of the partnership to other European markets.
The companies have not specified the types of robots being deployed at the Almere facility, nor the anticipated impact on staffing levels. Although, it is likely that the automation will lead to increased efficiency and reduced labor costs. The implementation of robotics and automation is a complex process that requires careful planning and execution to ensure a smooth transition and minimize disruption to operations.
Looking Ahead
The partnership between GXO and Hunkemöller represents a significant development in the European logistics landscape. It demonstrates the growing trend of retailers outsourcing their logistics operations to specialized providers and the increasing importance of technology in optimizing supply chains. As e-commerce continues to grow and consumer expectations evolve, the demand for efficient and reliable logistics solutions will only increase.
The success of this partnership will likely serve as a model for other retailers looking to streamline their operations and improve their competitiveness. GXO’s expertise in contract logistics, combined with Hunkemöller’s strong brand and market position, creates a powerful synergy that is well-positioned to deliver significant benefits to both companies. The ongoing development of GXO’s campus in Flevoland further underscores its commitment to the region and its long-term growth strategy.
The next step in this collaboration will be closely monitored by industry observers, particularly regarding the impact of the new technologies on operational efficiency and customer satisfaction. Further announcements regarding the expansion of the partnership to other European markets are anticipated in the coming months. The evolution of this relationship will provide valuable insights into the future of retail logistics.
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