Behind every strong brand stands a strong engine. Over the past years, we have systematically built that engine, investing into digital capabilities, sourcing, logistics expansion, and back-end infrastructure to power our global operations.
500
EUR million
CLAIM 5 Investments in Operations
At the same time, we simplified what needed simplification and scaled what creates value. The result is a robust operational platform designed for resilience, flexibility, and growth. Now, we are shifting from building the foundation to fully leveraging it, taking Operational Excellence to the next level.
Smarter Decision-Making
With our Digital TWIN, we are creating a real-time digital copy of our global supply chain. This empowers advanced analytics, agile planning, and AI-supported decision-making across the entire value chain. Demand and supply planning become sharper, sourcing more precise, and inventory allocation smarter. The outcome: better product availability, higher full-price sell-through, and lower cost – all while enhancing transparency, strengthening end-to-end traceability, and supporting our sustainability ambitions.
Strong Logistics Platform
40
%
units capacity built
under Claim 5
Our logistics network forms the backbone of our global operations, anchored by our distribution centers near our headquarters in Metzingen, Germany. Between 2021 and 2025, we increased overall unit capacity by around 40% through targeted investments and automation. A key milestone ahead: the expansion of our largest central distribution center in Filderstadt, Germany, scheduled for completion in 2026.
Excellence as a Growth Engine
As part of CLAIM 5 TOUCHDOWN, we are now leveraging this foundation to optimize end-to-end operations with one clear focus: driving efficiency gains that feed directly into profitability and cash generation. By optimizing vendor allocation, maintaining a sea-freight-first approach, reducing complexity, and accelerating digitalization, we are creating structural advantages.
Our ambition is clear: a high-performance, even more resilient operations platform. Because operational excellence builds the foundation of long-term profitable growth and sustainable value creation – making our brands stronger and our business more agile.