Helly Hansen revolutionises distribution center with Element Logic partnership and adoption of AutoStore.

Facing rapid growth and scalability needs, top outdoor apparel manufacturer Helly Hansen partnered with Element Logic to transform its Sumner, WA, warehouse. They implemented the AutoStore automated storage and retrieval system (ASRS), a strategic move that significantly boosted efficiency and customer satisfaction. The partnership marks a key milestone in Helly Hansen’s quest for operational excellence.

Scaling up in the competitive U.S. market

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.

A seamless automation transition

Helly Hansen partnered with Element Logic to overhaul its distribution operations using an AutoStore system. 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 handling various order types—including direct-to-consumer, e-commerce, and complex wholesale—but also integrates picking, packing, and shipping into a seamless, unified operation.

The transformative impact of AutoStore

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 the work environment 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 prioritised 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 its 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 SDI Element Logic.

Element Logic’s implementation of the AutoStore solution has been a resounding success with Helly Hansen experiencing a significant transformation in its distribution operations.

Facts and figures: Helly Hansen

• Number of bins: 50,000
• Number of robots: 36
• Number of carousel ports: 10
• Local support: 24/7
• Order fulfillment time: from 2-3 days to half a day
• Software: eManager