Facing rapid growth and scalability needs, Helly Hansen, the leading manufacturer of sportswear and workwear for rugged outdoor environments, partnered with Element Logic to transform its Sumner, WA, distribution center with the AutoStore automated storage and retrieval system (ASRS). This strategic move addressed growth and efficiency challenges and streamlined operations, boosting efficiency and customer satisfaction — a key milestone in Helly Hansen’s quest for operational excellence.

The Challenge

Helly Hansen’s rapid U.S. expansion highlighted critical scalability and efficiency challenges. The brand sought a scalable solution to enhance distribution and exceed customer expectations. A partner with global reach, a strong U.S. presence, 24/7 support, and top-tier software became essential for navigating these complexities and achieving a seamless, efficient operational upgrade.

The Solution

Helly Hansen partnered with Element Logic to overhaul its distribution operations using the AutoStore automated storage and retrieval system (ASRS). This implementation, featuring 50,000 bins, 36 robots, and 10 carousel ports, marked a shift towards unparalleled operational efficiency. The transition from manual, labor-intensive processes to an automated, efficient system addressed the critical challenge of Helly Hansen’s rapid growth and the need for adaptable warehouse space.

AutoStore, augmented by  Element Logic’s WCS system, eManager, redefined Helly Hansen’s order fulfillment approach. The AutoStore system not only simplifies the handling of various order types—including direct-to-consumer, e-commerce, and complex wholesale—but also integrates picking, packing, and shipping into a seamless, unified operation. 

Element Logic’s software was developed to maximize the efficiency of AutoStore while offering fast deployment at a very competitive price. This played a key differentiator in the selection process

Brian Crowle, Account Executive at Element Logic Americas

The Transformative Impact

The deployment of AutoStore by Element Logic transformed Helly Hansen’s operations. With a more efficient system, e-commerce orders that were previously taking 2-3 days can now be completed in just half a day, enhancing customer satisfaction through quicker deliveries. Furthermore, the shift to automation improved employee well-being by reducing the physical demands of warehouse work and overtime needs during peak season. AutoStore’s modular design ensures Helly Hansen’s operation remains agile and scalable, aligning perfectly with its growth trajectory and reinforcing its commitment to operational excellence.

Choosing Element Logic

Helly Hansen prioritized finding a partner that could elevate its distribution efficiency. Element Logic emerged as the optimal choice due to its global infrastructure, cutting-edge technology, and robust support. Element Logic’s 24/7 support, factory-trained technicians, and superior warehouse management software were critical to this selection, aligning perfectly with Helly Hansen’s need for a partner to support their growth in the U.S. market.

“The proven track record of Element Logic in exceeding Helly Hansen’s expectations in Europe established a deep trust in their capabilities,”  says Brian Crowle, Account Executive at Element Logic Americas.

Element Logic’s implementation of the AutoStore solution has been a resounding success. Helly Hansen experienced a significant transformation in its distribution operations, marked by enhanced efficiency, scalability, and customer satisfaction.