Flamingo spreads its wings

One important milestone in Flamingo's history was the firm's move to a new building in Herentals in mid-2004. The administrative functions and eight warehouses in all were previously accommodated at separate locations, but in the new premises everything is under one roof. A large showroom displays the varied product range of the company to best advantage. However, the "showpiece" at the new headquarters is the modern, fully automated logistics centre with space for over 27 000 pallets. The goods are even packed automatically. 65 employees work from 6.00 am to 10.00 pm in a two-shift system in the logistics centre, although consideration is currently being given to extending this to round-the-clock operation.17 loading ramps ensure that goods are dispatched smoothly, even at busy times, and all incoming orders leave the warehouse within 24 hours. "Our delivery capacity is over 98 per cent," declares Flamingo co-managing director Louis Slijkhuis.The new company headquarters of Flamingo.Flamingo's product range comprises around 7 000 products, half of them in the dog and cat segment, the other half catering for small animals, reptiles, birds, aquariums and ponds. The range for the speciality trade is broken down into the brands "Jolly" (dogs), "Minnie" (cats), "Bittu" (rodents), "Lizzy" (reptiles), "Aquality" (aquariums) and "Water Symphony" (ponds). In Belgium Flamingo also markets a large number of outside brands and is the exclusive distributor of the "Tetra", "Staywell" and "Flexi" brands.Flamingo invests heavily in making its product range even more attractive, and this commitment is paying off in the market. The broad, in-depth range has played a major role in putting Flamingo on the map for the retail trade, and many customers recognize the merits of "one-stop shopping" at Flamingo.The company has steadily improved its customer care over the last few years. Every two years, in the year when there is no Anido, Flamingo organizes a big house fair at the firm's head offices. Here customers from all over Europe can find out about new products and other offers. Information is also made available to customers on the Flamingo website (www.flamingo.be), where customers can also place their orders.In Belgium, where Flamingo is regarded as the market leader in the speciality wholesale trade, the company has 13 specialist advisers to deal with the speciality pet product trade. As well as supplying specialist dealers, the company also supplies supermarkets and DIY…