New D.C. Positions Laura Ashley for the future

Basic conveyor system in new distribution center is designed to handle today's requirements-and meet tomorrow's expectations.

Laura Ashley is constantly striving to get closer to the customer. Sometimes this can mean reconfiguring the global supply chain.

That's exactly what happened when the company decided to change the way in which goods were moved from Europe to North America-and at the same time dramatically expanded its distribution capabilities in the United States.

The end result of the company's efforts is a new 170,000 square-foot distribution center strategically located in Groveport, Ohio, just outside of Columbus. Playing a prominent role in this facility are Hytrol conveyors, which facilitate the flow of merchandise from order receipt to shipping. The conveyorized operation efficiently handles current distribution needs. But just as importantly, it positions the company to support a sharp increase in order throughput anticipated in the very near future.

A Company on the Move

Founded in the United Kingdom in the early 1950s, Laura Ashley opened its first two stores in the United States in 1973. Today, it has more than 130 retail outlets across the U. S. and Canada. An extensive product line includes women's and children's clothing, furniture and home furnishings, and bedlinen.

Prior to moving into the new facility in September 1997, Laura Ashley was stocking its stores from two primary locations-a Federal Ex-press-operated warehouse in Memphis and a distribution center in Wales (United Kingdom), which shipped items sourced in Europe.

The new supply chain strategy finds Laura Ashley shipping an increasing amount of European-sourced product directly to the Groveport distribution center, which then distributes the goods to the retail stores. In addition, all of the items formerly handled out of the FedEx facility in Memphis now move through the new distribution center.

This consolidation of shipping activity has brought with it a number of benefits, reports Pat McGinnis, director of logistics for Laura Ashley's North American retail operations. Both inbound and outbound transportation costs, in particular, have dropped dramatically because of consolidation opportunities and the facility's central location. In addition, virtually every major LTL company and express carrier has a Columbus area hub.

Stressing the Basics

The conveyor operation at Groveport was designed as a basic system that could handle current needs, while upgrading easily as automation increases and throughput requirements expand. Hy-Tek Material Handling Inc., a distributor of Hytrol equipment based in Columbus, worked closely with Laura Ashley on the design and installation. To expedite the process, most of the conveyor equipment needed was ordered through Hytrol's FasTrak Distribution Center in St. Louis. The center can provide 24-hour shipping on more than 50 conveyor models in over 2,400 sizes.

The Groveport facility relies on basic gravity roller conveyors (19SR) and minimum pressure horizontal power units (190-ACC). One section of gravity conveyors, arranged in a horizontal and vertical pattern, is used as a forward picking area for assembling store orders. If 200 sweaters are needed for 30 different stores, for example, they are pulled into that forward area and placed into the appropriate storage carton. These orders accumulate on the vertical gravity conveyor lanes.

Adjacent to this section are the carton flow racks. The completed store orders are taken from the gravity conveyors and placed on the flow racks. In effect, the racks are used for bulk picking-an unusual application that is dictated by the nuances of the existing order management system.

Each lane of the flow racks is dedicated to a particular retail store. On a store-by-store basis, the orders are picked from the racks and placed on a power conveyor line. One segment of the power conveyor leads to a manifesting station at one end of the flow racks; the other leads to a station at the opposite end.

From the manifesting stations, the completed orders are transported to the shipping area. The majority of shipments move via parcel delivery or LTL motor carrier. Thanks to the distribution center's central location, most of the company's retail stores are able to receive delivery in 2.5 days or less.

In addition to the main picking area, the distribution center includes a special projects area where cut-off and reticketing and size and color sortation takes place. Store recalls also are handled here. The merchandise is set up and staged on two long horizontal and multiple vertical gravity conveyors. This configuration allows for ease of movement and handling of the merchandise being worked on.

Poised for Future Growth

The Groveport distribution center is going through a period of rapid transition. The current throughput of 48,000 units a week is expected to double by October 1998 as the center assumes a lead role in distributing product that formerly moved directly from Europe to the stores.

On top of that, Laura Ashley plans to implement a new Warehouse Management System (WMS) at Groveport. When this application is completed and the operations become more automated, appropriate changes in the facility's configuration will have to be made.

But management is confident that any upgrading will go smoothly because of the basic and flexible conveyor design. And they're equally confident that it can be accomplished with minimum down time. Going forward, the Groveport distribution center will become an even more critical link in the company's worldwide supply chain.

Laura Ashley Distribution Center

Laura Ashley's 170,000 square-foot distribution center in Groveport, Ohio is basic and straightforward in design. Orders are staged and assembled in the forward picking area, which is comprised of gravity conveyors. Completed orders then are placed into the flow racks in the appropriate lane for each store. From the flow racks, the orders move on horizontal power conveyors to one of two manifesting stations. The facility also has a special projects area where cut-off, reticketing, and color sizing and sortation take place. Gravity conveyors are used here for ease of handling and movement of the merchandise. As throughput expands and automation increases, the center's basic conveyor system can be readily upgraded.

Details on the Installation

Company: Laura Ashley
Facility: Distribution Center
Location: Groveport, OH
Size: 170,000 square feet
Employees: 38 (one shift)
Director of Logistics: Pat McGinnis
Product Handled: Women's and children's apparel, furniture and home furnishings, bedlinen.
Throughput: 48,000 units per week
Types of conveyors: Gravity (19SR) and horizontal power (190-ACC)
Conveyor Supplier: Hytrol Conveyor Inc., Jonesboro AR
Conveyor Distributor: Hy-Tek Material Handling, Inc., Columbus, OH

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