Dual location strategy
“Our business is an extremely time-driven one, with a distinct just-in-time mentality on all sides,” says Steenbock. “To be able to concentrate on our core business, we needed a globally positioned and very flexible logistics partner.” That’s why Kao Europe and its core brands Goldwell, John Frieda, Guhl, Kanebo, Molton Brown, Jergens, KMS California, and Bioré have been working with Dachser since 2005. In the beginning, Dachser provided just warehousing and overland transport services for the retail sector, but in 2006-2007, Air & Sea Logistics services were added for hair salon products, especially for shipments to the US, Asia-Pacific, and later, the United Arab Emirates. On top of that, value-added services, which include building and assembling promotional displays for retailer advertising campaigns, play an important role for the customer.
“For Kao, we serve two entirely different markets using a dual warehouse strategy from the greater Frankfurt area. From the Neu-Isenburg facility, we send groupage shipments and cargo transports to major drugstore and retail chains, while the Biebesheim facility ships out smaller parcels to hair salons throughout continental Europe,” explains Thomas Euler, the central contact person for Kao and head of its Biebesheim warehouse. After more than ten years of working together, Dachser took over this second warehouse at the beginning of 2016. “What we do there is contract logistics in its purest form,” explains Euler. Hairstylists, whose salons generally have hardly any warehousing space, order haircare products in small quantities based on daily demand. These then have to be on hand at the hairdresser’s work station within 24 hours, or 48 hours, depending on the region.