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- Dior Logistics: Automated by Utz & KNAPP
Executive summary
To manage rapid growth and increasing omnichannel demands, Parfums Christian Dior needed a scalable, automated logistics solution for their hub in France. By partnering with automation expert KNAPP and choosing Utz for their load carrier needs, the company implemented a state-of-the-art system utilizing 36,600 custom Utz trays. This smart collaboration streamlined the handling of 64,000 order lines daily, significantly improving ergonomics, efficiency, and storage density.
The Client
Parfums Christian Dior is synonymous with exclusive scents and luxurious cosmetics. As part of the prestigious LVMH Group, the brand produces its world-renowned perfumes and cosmetic products in Saint Jean de Braye, France. Since 2018, this location has operated a highly sophisticated omnichannel fulfillment center tasked with global distribution. To maintain the high standards of the brand while meeting modern logistical challenges, Dior required a solution that combined speed, precision, and sustainability.
The challenge
Prior to the modernization, Parfums Christian Dior faced significant logistical hurdles driven by the brand's success and the complexity of modern retail. The fulfillment center had to manage the distribution of products to regional warehouses in the USA, Asia, and the Middle East, as well as all European points of sale and direct-to-consumer orders via Dior.com.
The specific challenges included:
- Rapid growth: The company faced an 8% annual growth in stock (SKUs), requiring a solution that offered high storage density and scalability.
- High volume throughput: The system needed to process up to 64,000 order lines and 14,600 full cases per day without compromising on speed or accuracy.
- Ergonomic strain: Manual handling of heavy cartons and long walking distances placed physical strain on employees.
- Omnichannel complexity: Managing two distinct flows of goods—full cases for retail and single-item picking for e-commerce—created operational friction.
Dior needed a clever solution that could standardize these diverse flows while ensuring a "zero error" strategy essential for luxury goods.
The solution
To address these complex requirements, Parfums Christian Dior implemented the OSR Shuttle™ Evo system by KNAPP, supported by a custom load carrier solution from Utz.
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The backbone of automation
While KNAPP provided the robotics and software, Utz provided the essential interface between the product and the automation. Utz delivered 36,600 custom trays designed to integrate seamlessly with the automated shuttle system. These trays were the smart link in the supply chain, enabling:
Standardization
The Utz trays allow for the storage and transport of cartons of various sizes. By placing diverse carton sizes onto a standardized Utz tray, the system can handle them with uniform precision.
Automation compatibility
The trays are engineered with precise geometries to ensure smooth operation on conveyor belts and perfect interaction with the shuttle robots.
Storage density
The design allows for double-deep storage within the OSR Shuttle™, maximizing the use of available space to accommodate the 8% annual stock growth.
Optimized workflows
The solution features a "goods-to-person" principle. Robots retrieve the Utz trays containing products and deliver them to ergonomic Pick-it-Easy workstations. This eliminates the need for employees to walk long distances or lift heavy loads. The trays are designed for quiet operation on conveyors, further improving the working environment.
Conclusion
The successful modernization of Parfums Christian Dior’s logistics highlights the importance of choosing the right partners for automation. By combining KNAPP’s advanced robotics with Utz’s intelligent, durable trays, Dior has future-proofed its fulfillment operations. This case demonstrates that a smart load carrier strategy is not just a detail—it is a critical enabler of high-performance automation.
As the luxury market continues to evolve, Utz remains committed to providing creative, sustainable solutions that help industry leaders like LVMH stay ahead of the curve.
64000
order lines per day
14600
full cases per day
36600
custom Utz trays
8
% annual inventory growth
Result
The partnership between Utz, KNAPP, and Parfums Christian Dior has transformed the Saint Jean de Braye facility into a model of modern intralogistics.
Key outcomes include:
- High-performance processing: The facility now successfully handles 64,000 order lines per day with a zero-error strategy.
- Scalability secured: The high-density storage provided by the Utz trays within the shuttle system accommodates the projected 8% annual inventory growth.
- Enhanced ergonomics: Employees work at stations where goods are presented at the ideal height, significantly reducing physical strain and fatigue.
- Sustainability: The reusable nature of Utz trays aligns with LVMH's sustainability goals, providing a durable, long-term solution that reduces waste compared to disposable packaging.
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