Superdry is one of the UK’s most recognisable fashion retailers, with 515 branded locations and 21 websites shipping to over 100 countries.
To deliver on its global growth ambitions, the company needed a multi-carrier solution capable of connecting its warehouses, carriers, and online platforms. The goal was to achieve complete end-to-end visibility — from factory to fulfilment — while making it easier to expand into new markets quickly and efficiently.
Challenge
Before adopting nShift, Superdry relied on manual tracking and separate systems across regions. This fragmented approach made it difficult to manage carriers consistently, especially across wholesale, retail, and e-commerce channels.
A growing international business such as Superdry needs to be able to put carriers onto our platform very quickly. Meanwhile, some of our third-party websites require us contractually to use specific carriers. If that carrier wasn’t on our platform, then we needed to get it added into our platform quickly.
Gordon Knox
Business Transformation and Logistics Director at Superdry
The logistics team also wanted a system that would integrate seamlessly with its warehouse management solution, Blue Yonder, and provide real-time visibility of every product moving through the network.
We already had a system that sees a product through the manufacturing process. We had a freight management system that sees the bulk movement of product into our distribution network. We also had our warehouse management system that looks after the movement of the product through the DC. We wanted to have that track and trace visibility of the product for every order. Getting full visibility of anything that moves within the Superdry network and where it sits in our supply chain is very important.
Gordon Knox
Business Transformation and Logistics Director at Superdry
Solution
Superdry partnered with nShift to implement a fully integrated multi-carrier solution linked with Blue Yonder. The system went live in the UK and Europe within four months, providing automation, faster carrier onboarding, and improved data accuracy across fulfilment operations.
The new system ticks a lot of boxes. Our wholesale, customer service, logistics and e-commerce teams all use it and it’s a one-stop shop.
Gordon Knox
Business Transformation and Logistics Director at Superdry
The integration now allows Superdry to onboard new carriers faster than ever, meet varying contractual requirements, and manage all global shipments in one platform. The partnership also improved reporting and accuracy, enabling better forecasting and future AI-driven insights.
Previously, the reporting was not as accurate as it needed to be, so it was very difficult to challenge the carrier with the data that we got from our manager. The data is more accurate and more usable and we’re now working with their team to develop AI and more machine learning capabilities.
Gordon Knox
Business Transformation and Logistics Director at Superdry
Results
Superdry’s logistics operations are now centralised and scalable across all markets. The business benefits from faster carrier integrations, stronger visibility, and consistent delivery experiences worldwide - all underpinned by a single, agile platform that supports ongoing digital transformation.
nShift is the right fit for our business, as they are agile and able to respond to our brand’s ever-changing business needs, and provide a stable and scalable solution with access to the carriers that we want to work with. Moreover, they have the appetite to develop new concepts and ideas with us. These are all important factors for us, as our strategy is to become a global digital brand through digital supply chains and operational excellence.
Gordon Knox
Business Transformation and Logistics Director at Superdry
