Kerry Logistics supports fast fashion label Missguided’s global expansion with virtual buying office and supply chain solutions

UK-based multi-channel retailer Missguided has partnered with Kerry Logistics for global supply chain support

London, UK, Monday, 6th February 2017 – Multi-channel fast fashion retailer Missguided is working with Kerry Logistics Network Limited (‘Kerry Logistics’; Stock Code 636.HK), Asia’s leading logistics service provider, as supply chain partner to support its ongoing global growth.

Kerry Logistics will handle all international air and ocean needs for the UK-based retailer, as well as providing a wide range of value-added services and on-the-ground logistics support through its extensive network across the Greater China region and Asia.

Missguided will make use of Kerry Logistics’ Virtual Buying Office (VBO), a web-platform with supply chain and planning functions designed to provide visibility from Purchase Order (PO) creation through to final delivery, addressing inventory risk whilst further enhancing overall efficiency of its operations.

“It is fundamental to our business strategy that we have a global logistics partner that has the flexibility to react quickly to our demands no matter where the consignment is coming from or going to,” said Brett Young, Operations Director of Missguided.

“Our customers receive market leading options together with a high level of service for a very reasonable price, therefore the initial stock movements are imperative to our overall customer experience.”

“By using proven, forward thinking partners such as Kerry Logistics, we are able to build on new initiatives, continually improve our customer experience, and in turn support our aggressive growth strategy,” added Young.

“We are delighted to be working with one of the UK’s fastest growing and innovative brands. Seamless transparency will be fundamental in managing the fast-moving supply chain for Missguided. Our VBO is a highly functional supply chain management tool linking together all supply chain partners into one global system, optimising information flow and efficiency, and thus minimising risks along the supply chain,” said Emma Rowlands, Sales Director of Kerry Logistics (UK).

“Our strengths in Asia, combined with the recent acquisition of Apex Maritime and its affiliated companies in the US, will enable a strong platform to manage the client’s strategic growth and expansion across the globe,” added Rowlands.

Missguided opened its first physical retail space in Westfield, Stratford City, London, in November 2016, and its second, in Bluewater, Kent, is due to open in summer 2017.


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