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Celebrating its own ‘diamond jubilee’ this year after 60 years in business, O’Neill has come a long way since opening the fi rst ever surf shop on a Californian beach. Anton Langeler, O’Neill global IT director spoke exclusively to Retail Technology about the company’s evolution and how electronic application integration (EDI) technology now plays a major role managing complex multichannel retail supply chain data. Today the global apparel brand deals with thousands of independent retailers across Europe. Langeler confi rmed that a large, complex and highly decentralised organisation grew to manage its customer base. Working with 34 distributors in Europe, each with its own warehouse and tracking systems, keeping stock at optimum levels across all stores and for its own e-shop became a logistical challenge. O’Neill rationalised its distributor relationships to just one mega- warehouse holding all stock and running a single enterprise resource planning (ERP) system. To support this change, it installed Liaison Technologies’ Electronic Commerce Server (ECS) with enterprise data transformation tool, Liaison Delta. Operating as an on-premise EAI solution, Liaison allowed O’Neill to consolidate its diverse range of applications and databases onto a single platform. “Now we have on integrated model

with accurate visibility, said. “This gives much control over our data so we can maximise its value,” said Langeler. The EAI platform enables retailers to link directly back to the central ERP system in real time with their restocking needs. And O’Neill is able to respond to trends far quicker than was previously possible. “For example, we may have over 50 stores in a country like Germany,” he added. “Then it’s not possible to manually manage stock by consignment. Now this is completely managed through Liaison.”


B&Q has become the latest business to turn to supply chain specialist Wincanton to bolster its growing multichannel operations. The UK services provider will manage B&Q’s 1-million-square-foot Showroom

Fulfilment Centre in Burton on Trent, which houses the retailer’s kitchen, bathroom and bedroom ranges. Around nine million cases will be handled per year. The provider also works with the company’s container business and plans all of

B&Q’s transport routes, fulfilling approximately 500,000 customer orders for the home and garden specialist’s supply chain requirements across the UK, as a result of two further B&Q contract wins announced earlier this year. Multichannel supply chain complexity is proving fruitful, as Wincanton has this

year also signed up Kiddicare, Symths Toys, SuperGroup and, most recently, Morrisons (September/October 2012 Retail Technology, page 6), while extending its existing contract with WHSmiths


manage its supply chain as it seeks to fulfi l its ambition of becoming a global brand. The UK supply chain services provider said it was able to demonstrate expertise, a track record in driving effi ciencies in the supply chain and, crucially, reducing its customers‘ impact on the environment to Ella’s Kitchen. The two-year warehouse and


distribution contract will see Wincanton manage inbound transport from UK factories before picking and packing around fi ve million cases a year and distributing them out to major supermarkets across the UK and to Ella‘s Kitchen‘s rapidly growing

ast-growing premium baby and toddler food manufacturer Ella’s Kitchen has chosen Wincanton to

roster of international customers. The contract will be managed from a warehouse in the North West, which operates a shared user service to reduce cost and increase effi ciencies for all businesses under its roof. The Ella’s Kitchen management team said they were particularly impressed with the level of automation at the shared user site, the effi ciency of its warehouse management system and clear commitment to customer service. James McMaster, chief operating offi cer

for Ella‘s Kitchen, said: “Every second of every day someone around the world eats an Ella‘s Kitchen product. Ensuring that our supply chain is set up to consistently deliver the goods is very important to us.”

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