Flamingo hits the heights

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At its base in Herentals, Flamingo is bursting at the seams. Originally the company wanted to build a completely new headquarters, but because this project could not be realised at the intended location for reasons associated with the planning laws, Flamingo opted for an interim solution for the next six years: the construction of a second warehouse in neighbouring Olen. Flamingo intends to handle order picking and dispatch there, while the existing central warehouse in Herentals is to be used for bulks. In addition, the building project in Olen should ensure that adequate office space is available. The main reason why the Belgian company needs extra space is its rapid expansion. In 2008, Flamingo’s sales increased by 12.5 per cent compared with the previous year. Belgium, the Netherlands and France account for 67 per cent of overall sales. The company has also grown substantially in France in the last year, explains managing director Louis Slijkhuis, and the country is Flamingo’s strongest export market, followed by the Netherlands. From its central warehouse in Herentals, Flamingo supplies pet stores and garden centres in Benelux, Germany and France as well as wholesalers and pet supply chains in over 50 countries.
Modern logistics In the logistics centre in Herentals, every product is allocated its own code on entering the system. Scanning of this bar code permits the product to be tracked on screen all the way from receipt to shipment. Electronic orders are linked automatically to “picking and routing” via the central database. The flow of goods is then guided via a radio frequency system, reducing errors to virtually zero. The speed of delivery has been increased dramatically as a result, and customers receive a perfect service. The modern, computer-controlled system facilitates same-day picking and shipment for all orders received before 5 a.m. With over 8 500 products, Flamingo stocks a complete range for all pet product categories. After previously introducing a dedicated brand for each pet group, all products are now being marketed in the speciality trade under the “Flamingo” family brand, while the range for the supermarkets is being distributed under the “Wolfs” label. As well as its own products, Flamingo supplies products from firms including Tetra, Kong, Staywell, Petsafe, Zoomed and Flexi to the Belgian pet supplies trade. Most of these brands are supplied exclusively. Every month around 80 new…