Fenix Outdoor Accelerates International Omnichannel Expansion with Manhattan Associates

Fenix Outdoor Group, a subsidiary of Switzerland-based outdoor goods specialist Fenix Outdoor International AG, has selected Manhattan Associates, Inc. to underpin its international, omnichannel growth strategy. Fenix Outdoor Group will standardise its order fulfilment operations on the Manhattan SCALE™ solution with initial deployments in its distributions centres in the U.S. and Germany, followed by the Netherlands, Norway, China and Australia.

Fenix Outdoor Group develops and markets high-quality, low-weight equipment and clothing for outdoor activities under its Fjällräven, Tierra, Primus, Hanwag and Brunton brands, and sells through a combination of its own stores, retail partner stores and a growing online operation. The company’s major markets include North America, Germany and the Nordics.

Established in the 1950s, Fenix Outdoor has grown organically and through a series of acquisitions. Its 2015 purchase of Globetrotter, a German retail group, transformed the company from a predominantly wholesale-oriented business to a multi-channel commerce operator. The multiple, disparate systems it had inherited over the years were, however, hindering its further development. Fenix Outdoor therefore opted for a new warehouse and distribution management solution to optimise its expanded business operation and to support its broader international and omnichannel growth ambitions.

Marcel Gerrits, Global Supply Chain Director at Fenix Outdoor Group, commented, “With today’s consumers requiring exceptional shopping experiences, we are building our capabilities to provide a ‘best in class’ omnichannel experience – offering our customers the goods they want, whenever and wherever they want them. We selected Manhattan as our chosen partner on this journey for its unmatched omnichannel commerce experience and its SCALE solution that allows us to serve multiple channels from a single inventory pool. It also has on-the-ground support teams in all the geographies where we will deploy.”

Pieter Van den Broecke, Managing Director Benelux and Germany at Manhattan Associates, commented: “Orchestrating the complex flow of orders across multiple channels to meet the expectations of today’s increasingly demanding consumer is one of the biggest challenges facing apparel brands and retailers today. We are confident our technologies will accelerate Fenix Outdoor’s journey to omnichannel commerce maturity while also boosting the company’s top and bottom lines.”