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case study Lulu Guinness

Lulu Guinness approached CML for a flexible, brand‐focused, cost efficient logistics solution.

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147308 Units

Units retail outbound on 2,533 orders

The Background

Founded in 1989, Lulu Guinness is one of the UK’s most iconic premium designer brands, established on the concept of a briefcase for women and rapidly becoming a brand that has pushed boundaries in design – living to the motto of “Dare to be Different”.

Lulu Guinness stores are as far afield as Taipei and Beijing as well as London, and are sold on the shelves of the world’s most prestigious department stores. Lulu Guinness continues to explore and grow the brand, introducing ranges of shoes and clothing in 2017 to complement their existing product range.

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Units inbound350801 Units

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Units ecommerce66801 Orders

The Challenge

Lulu Guinness decided to review their supply chain streams as they required a flexible, brand-focused and cost efficient service. As their growth aim was to have a multi-market presence with in-house retail, external wholesale distribution and a fast high quality ecommerce fulfilment solution that mirrored their brand, Lulu Guinness approached CML after another customer recommended them.

Lulu Guinness wanted to have their full supply chain managed from factory to door to allow the brand to concentrate on continuing to push the boundaries of fashion. This meant that they needed full visibility of their stock from point of order and manufacture, through storage to final delivery to the end customer, via multiple channels allowing for significant fluctuations in seasonal and promotional volumes.

Lulu Guinness also needed an agile returns processing offering that ensured any items returned were processed as quickly as they were ordered online.

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On 716 orders 62736 wholesale units outbound

Our Solution for Lulu Guinness

Following a fully project managed integration and implementation, CML created a bespoke tailored solution for Lulu Guinness that fully utilises CargoWise and Accellos to allow full stock visibility of in country stock across the streams of inbound and outbound. This also delivers live order processing data and performance information.

As an online fashion retailer Lulu Guinness took full advantage of CML’s value added services (VAS) availability for the processing of wholesale stock to ensure compliance with a number of different distributors across different ecommerce platforms. Packaging is another VAS that CML offers with dedicated packing services and operational brand training to ensure that brand awareness is replicated and raised.

We chose CML as our 3PL provider as we were suitably impressed by their flexible approach to operational and system design providing Lulu Guinness with a bespoke operation in a shared facility, with a full end to end solution from inbound freight management to final mile delivery. We find CML are friendly, accommodating and committed to partnership and growth with their customers, offering the full range of services to support Lulu Guinness in the expansion of their brand and product range.

Paul Spinks,
Managing Director at Lulu Guinness Ltd

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