Smiffys appoints Kerry Logistics as the UK fancy dress business eyes further international growth

Kerry Logistics has secured a global supply chain contract with the UK-based family-owned fancy dress business, Smiffys.

As part of the contract, the Hong Kong headquartered logistics company has set up a new central distribution centre for Smiffys in Ningbo, a key port and industrial hub in east China’s Zhejiang province, where it will operate a pick and pack operation to supply their overseas markets.

The aim is for the hub to be a springboard for further international expansion for the fancy dress enterprise. Kerry Logistics will provide global freight forwarding services including ocean freight and supply chain solutions from China into the UK, Germany, Australia, and the USA.

“We are delighted to be working with Smiffys to be a long-term partner in their continued overseas growth. It’s a great showcase for Kerry given the complexity of integrating Kerry WMS system with our PO Management tool enabling total visibility of stock from factory to final destination,” said Emma Rowlands, strategic sales director, Kerry Logistics.

Kerry Logistics will also manage the purchase order management and visibility solutions for Smiffys via the Virtual Buying Office, a web-platform designed to enhance efficiency and visibility across the company’s supply chain.

“We have awarded the contract to Kerry due to its origin capabilities, viability solutions and impressive footprint across Asia. Our supplier base makes Kerry the ideal long-term partner due to their presence across Asia and to fuel our expansion across the continent, from both a supply and distribution point of view,” said Ross Johnson, head of global logistics, Smiffys.

“Ningbo will be our main stockholding location and from there we will distribute our other distribution centres in the UK, Germany, Australia and the USA. This will give us a cost-saving, improve our lead time and help us supply our fastest growing markets in Australia and the USA,” said Johnson.

Smiffys was founded in 1894 and has a portfolio of more than 7500 products, employing 250 worldwide in offices and warehouses around the globe.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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