The Challenge Efficient and timely distribution of its state-of-the-art sports footwear, apparel and accessories is a critical issue for adidas, with its supply chain having been tested in recent years by the rapid expansion of the business. In 2006, acquisition of the Reebok brand presented both a challenge and an opportunity to redefine and restructure its European Area North distribution operation, servicing retailers in the UK, Ireland and Benelux. Analysis of a merged distribution network highlighted the efficiencies to be achieved by consolidating inventory from its five key brands: adidas, Reebok, TaylorMade, Rockport and Ashworth. Four existing conventional warehouses needed to be replaced with a single automated distribution facility in Trafford, Manchester. N

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