George at Asda partners with DHL to optimise e-commerce operations
George at Asda is working with DHL to consolidate all its clothing e-commerce activity into one location and operating model, providing the fashion brand with more efficient dispatch capabilities and a "significantly enhanced customer proposition".
George at Asda will be the anchor customer for DHL Supply Chain's major logistics facility in Derby, which the logistics company is recommissioning and enhancing into a "state-of-the-art" e-commerce fulfilment centre.
DHL Supply Chain is set to go live at the facility in 2027, featuring advanced automation technology to support a logistics and fulfilment model that is designed to process and ship a high volume of orders in a very short amount of time.
The facility will, for example, feature an AutoStore goods-to-person (GTP) system and pocket sorter technology, both highly automated solutions that bring products to workers and then sort them into individual orders - enabling rapid order processing and increased operational efficiency.
Once live, the site will be capable of handling up to 350,000 units per day, with end-to-end order turnaround times of approximately 30 minutes.
The Derby investment forms part of DHL Supply Chain’s previously announced £550 million investment in its UK infrastructure. DHL expects to create around 450 jobs, and the facility will operate as a shared-user site with the flexibility to onboard additional customers.
Martin Willmor, CEO at DHL Supply Chain UKI, said: "Investing in advanced, ecommerce-ready facilities like Derby is central to how we support our customers’ growth strategies. This site will combine leading automation technology with DHL Supply Chain’s operational expertise to deliver speed, scalability and resilience for e-commerce fulfilment. We’re delighted to be working with George at Asda as we bring this facility online."
Chris Hall, Asda's VP of Logistics, added: "Partnering with DHL will give us the fast, scalable and resilient fulfilment operation we need as our ecommerce business grows. Their purpose‑built infrastructure will support our ambition for George to become the UK’s largest clothing retailer by volume, helping us handle rising demand while maintaining the high service standards our customers expect."
