New Era, the international lifestyle brand known for its deep roots in sport and culture, has officially launched its European logistics operation in partnership with Katoen Natie Consumer Goods and Industry. The new operation is based at the Katoen Natie logistics platform in Kallo, Belgium, near the Port of Antwerp — complementing New Era's existing European supply chain setup and positioning the brand for enhanced service and faster access to key markets. This milestone marks the beginning of an innovation-driven partnership between two companies with shared values, a joint commitment to operational excellence, and a future-focused mindset.
“We are delighted to welcome New Era to our platform in Kallo and support their European logistics activities with a solution that combines flexibility, speed, and operational excellence,” said Joost Vanderplaetsen, Commercial Director of Katoen Natie Consumer Goods and Industry.
The new logistics setup provides New Era with a full end-to-end solution, managing the entire supply chain from inbound transportation to final delivery—whether to retail partners or direct-to-consumer channels. By combining omnichannel capabilities, automation, and value-added services, the operation offers flexibility and responsiveness, enabling increased
speed to market and agile fulfilment across Europe.
At the core of the solution is an
automated AutoStore system, a space-optimized, goods-to-man solution that improves picking speed, accuracy, and overall efficiency. This automation supports seasonal demand, promotional volumes, and evolving market dynamics of omnichannel retailing. The setup is further enhanced by an
innovative integration of IT systems, including a Twintag powered solution, connecting both companies through extensive APIs, enabling real-time data exchange, full visibility, and streamlined processes.
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AutoStore installation[/caption]
“This partnership strengthens our logistics efficiency by joining forces with a company that not only shares our strategic outlook, but also brings extensive industry insights. As an Antwerp native, I take immense pride in collaborating with Katoen Natie, one of our city’s most prestigious companies.” said Paul Gils, VP EMEA New Era.
“We have found a strong logistics partner in Katoen Natie, one that understands our business and supports our growth in the region," said Danny Moult, Operations Director EMEA New Era.
The success of this project is a direct result of the
joint commitment and collaboration between both organizations. The
New Era team was consistently on-site alongside Katoen Natie during critical go-live moments — a testament to their dedication to delivering the best possible customer experience. This joint effort was already put to the test and proven successful during the handling of key campaigns including the
2024 Black Friday period.
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New Era Installation[/caption]
“This project is a true example of co-creation,’’ added Nathan Dujardin, Business Solutions Engineer at Katoen Natie Consumer Goods and Industry.
“Together, we’ve built a flexible, scalable and omnichannel logistics solution tailored to New Era’s unique needs.”
To mark the occasion, representatives from New Era and Katoen Natie gathered in Kallo for a celebratory inauguration event, featuring a behind-the-scenes tour of the operation and an opportunity for both teams to connect and celebrate the joint achievement.
The collaboration is the result of several months of intensive joint planning, marked by transparency, co-creation, and shared goals—a testament to the strong alignment between both organizations. Both companies look forward to growing the partnership in the years ahead.