The challenge 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, Eire and Benelux. Analysis of the merged company’s distribution network highlighted the efficiencies that could be achieved by consolidating inventory from five key brands – adidas, Reebok, TaylorMade, Rockport and Ashworth – with logistics consolidated through a single automated distribution facility in Trafford, Manchester, replacing four existing conventional warehouses. The benefits that have accrued from this 20 million pound investment in automation are now shaping the way adidas is viewing its distribution strategy for Europe and wider markets. “Automation a

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