50,000 Customers a Day: The Iconic Unveils Fulfilment Centre Expansion

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By Published On: December 6, 20191 Comment

The Iconic has launched its new 8,000sqm expansion to its Fulfilment Centre, Yennora 2, now spanning 28,000sqm. The expansion of its current centre and aims to improve its delivery proposition through a 'multiphase and multi-year approach'. 

The first introduction of Yennora Fulfilment Centre began in 2018, becoming the ‘first online retailer in Australia’ to integrate an Automated Storage and Retrieval System (ASRS) and sorter tray technology. The centre spans with a 28,000sqm footprint and 46,000sqm fulfilment space.

Since then, The Iconic has opened an extension of this fulfilment centre, with an added 20km of shelving across two levels. This ultimately increases its capacity by 1.55 million units. This totals to over 3.75 million units at a single time in the centre.

“We have had an absolutely incredible year at The Iconic – from the launch of The Iconic Considered, releasing our inaugural Annual Progress Report, to hosting our first Brand Partner conference and celebrating summer at our most inclusive runway yet. I couldn’t think of a better way to welcome 2020 than by announcing the expansion of our Yennora Fulfilment Centre. This expansion has been an incredible two-year process and I’m so proud of our team and partners for building the best retail operations centre across Australia and New Zealand. The Iconic is the future of retail and we can’t wait to start the New Year with a bang,” said Erica Berchtold, Chief Executive Officer of The Iconic.

Automated Picking

Aside from the size of the new fulfilment centre, The Iconic introduced ASRS and tray sorter technology into its warehouse, subsequently increasing fulfilment capacity by 40 percent. This allows The Iconic to fulfil orders in as little as ten minutes. “Furthermore, it has positively benefited employees, with ergonomically designed workstations improving the employee experience, and offering improved career paths with more technically challenging roles,” The Iconic said in a statement. The ASRS and sorter tray technology has increased order fulfilment for 50,000 customers a day. The ASRS and ray sorter technology is powered by Vanderlande Australia, whose parent company has provided warehousing automation solutions for Urban Outfitters, Australia Post and TNT Perth. “We are thrilled to have partnered with The Iconic on this Australia first integrated ASRS and Traysorter automation solution,” explained Roald de Groot, Managing Director at Vanderlande Australia.

“We are incredibly proud to officially announce the launch of our expanded Fulfilment Centre as we prepare to kickstart 2020. Our investment into our Yennora 2 and ASRS expansion means we now have the largest Fulfilment Centre in the country with an inventory and fulfilment capacity set to support our growing and future customer demand. Our customers are at the heart of everything we do, and we’re thrilled to start 2020 with an unrivalled brand and product assortment, and industry-leading on-time delivery offering both now and into the future,” said Anna Lee, Chief Operating Officer at The Iconic.

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