Stefan Nießen recently said: "bonprix has great confidence in the mail order center!" Is the Hamburger Straße operations manager right?
Martin Umland: He is one hundred percent right! We have been handling large volumes in Haldensleben for many years and serve almost all of our European markets from there. The dispatch center is the heart of our international logistics. Our success story in recent years is closely linked to our colleagues in Haldensleben. We have seen just how important functioning logistics are this year - many thanks to our colleagues for their efforts during this difficult time.
In future, only bonprix will be handled in Hamburger Straße. Why do logistics operations and the fashion brand go together?
The decision to move to Haldensleben was always a conscious one. We are delighted with the decision and we want to shape the future together! The shipping center fits in very well with our business model and what we do: namely, shipping textiles in large quantities and high shipment cuts. At bonprix, we have a relatively small range of around 150,000 items, but with a high turnover on each item. In addition, we sell almost exclusively textiles, hardly any hardware and no technology. bonprix is standardized and simple - and it is precisely here and in terms of efficiency that Hamburger Strasse is unbeatable. Focusing on just one business model can and will unleash forces.
And why can the distribution center and its employees look forward to bonprix?
For several reasons: Firstly, bonprix as a fashion brand has a very healthy & sustainable business model. We design fashion, have it produced and delivered and then sell it via our own European web stores and apps. So all of this is in our own hands. Secondly, we are highly internationalized, which means we are not solely dependent on consumer sentiment in Germany. And thirdly, we want to continue to grow. So we are already successful, but we plan to become even more successful.
How do you plan to achieve growth for bonprix, which will then also benefit Hamburger Strasse?
In addition to the current trend towards online retail, we have specifically decided to grow and invest in Germany, France and Eastern Europe in 2021. This involves many sales measures, which will then lead to sales and volumes. With a good operating performance, the business can make an important contribution to our joint success. In addition, we will be entering a new market again in February, namely Finland. Our aim is to create a great shopping experience with beautiful fashion for our customers throughout Europe.
So the ability of the mail order center to deliver internationally was also important for the alliance with bonprix?
Yes, about half of our goods are ultimately shipped abroad. The central location in Europe is ideal for this; we are already able to pick and send shipments for customers almost all over Europe in Haldensleben. We know that there is also further potential in the digitalization of processes. We mutually benefit from improvements and leaner processes. For example, we want to create the conditions for placing an even stronger focus on international shipping in outgoing goods.
Creating the right conditions sounds like an investment for the dispatch center. Is that right?
A very important point! I would like to make it clear that we are in the same boat: We can only be successful together. Without good service from Hamburger Strasse, bonprix will not be successful in the market. If bonprix is successful in the market, Hamburger Strasse is happy about the volumes. For me, this means that if investments are required in the mail order center in the future, I would like to make them together. bonprix will therefore also invest money itself to improve processes in Hamburger Strasse.
