| 3 “The system has allowed us to reallocate 15 staff members to different roles rather than making redundancies.” BUSINESS DSL Logistics T T Kelly Deeks Robotic technology “a win-win” DSL Logistics has embraced new robotic technology to help refine its operations. www.aucklandracking.co.nz info@aucklandracking.co.nz Supply and Install | Compliance | Repairs and Maintenance Project Management | Dismantles and Buy Back of Racking Proudly supporting As necessity breeds innovation, the challenges of the current economic climate for DSL Logisitcs have led the third-party logisitics provider to improved efficiencies, flexibility, and customer satisfaction as it embraces new robotic technology and refines its operations. Founded in August 1986, DSL was initially focused on customs declarations until an unexpected request from a client to handle their warehousing shifted the company’s trajectory. Today, DSL is predominantly a warehousing operation, specialising in the storage and distribution of garments and footwear for some of the world’s top sporting and leisure brands. “We’ve never had sales reps, it has always been word of mouth,” says managing director John Widdows. “We work with New Balance, Puma, and Under Armour, and although they all compete against each other, they have all told each other about us. Our customers recognise our flexibility and the wealth of information we provide, which has helped us to build longterm relationships.” A key factor in DSL’s success has been its proprietary warehouse management system (WMS), developed entirely in-house. Unlike offthe-shelf solutions, DSL’s software is tailored to meet the specific needs of its clients. “We have complete control over our system,” John says. “If a customer needs a change, we can implement it immediately. That level of responsiveness sets us apart.” In addition to WMS, DSL has developed a client portal that offers real-time tracking and customised reporting. These tools provide customers with unparalleled transparency into their supply chain, enabling them to make informed decisions based on live data. The recent economic downturn has presented new challenges for DSL, particularly as costs increase sharply. Traditionally, DSL has not been too affected during downturns as people still exercise, so sports brands remain resilient. This time as well, being post-Covid with more people working from home, demand for comfortable activewear has increased, while suit and tie sales have declined. “This recession has been harder on us, so we had to take a look at reducing our expenses,” John says. Recognising that warehouse rental and staffing are its two largest expenses, DSL has sought innovative ways to optimise operations. “We have 130 staff members, so the cost of labour is significant. In 2023, we explored automation solutions to enhance efficiency without compromising jobs.” Last September, DSL introduced an automated mobile robot (AMR) tabletop sorter, deploying 60 robots from Libiao Robotics through a partnership with Körber. This technology has significantly streamlined order fulfilment, reducing the need for manual labour, while maintaining productivity. “The system has allowed us to reallocate 15 staff members to different roles rather than making redundancies. It’s been a win-win – we’ve retained our workforce while improving efficiency.” DSL’s new robotic system is designed for scalability. With the ability to expand by adding more robots, increasing the table size, or even constructing a second level, DSL is well-positioned for future growth. With five warehouse locations around Auckland Airport, DSL continues to refine its operations, and the next step involves integrating a conveyor system to complement its robotic infrastructure. “We wanted to fully understand how the robots work before committing to additional automation,” John says. “Now that we’ve seen the benefits, we’ll soon be ready to take the next step.” As DSL continues to embrace technological advancements, it remains committed to providing cutting-edge logistics solutions while maintaining its core values of flexibility, efficiency, and customer-centric service.
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