CML seeks eCommerce business

CML owes its origins to a Marks & Spencer consolidation initiative in the 1990s and it continues to count M&S as a key customer. The brand is now looking to change the way it carries out its distribution in the UK, and CML, a key player in its distribution services, is adapting with it.

CML business development manager Mark Moody explains: "We are part of the M&S inner circle of logistic providers, we’ve worked with M&S for many years and they have been completely open with their plans allowing us to remodel our capabilities accordingly.

"Because of the UK distribution changes M&S are looking to implement, we will expect to see some decline however; our strong working relationship means we will be able to provide an even more tailored service.”

This new opportunity means that CML can better accommodate new clients, mostly targeting the apparel sector the 3PL has considerable experience in. CML says its systems are sophisticated, offering full integration with customer systems, enabling them to manage their stocks, gain access to their order information through client portals, and receive messages as instructions to process orders etc. 

CML’s 270,000 sq ft facility at Magna Park offers a varied configuration, with pallet storage for low SKU content, shelving suitable for ecommerce and substantial hanging garment infrastructure.

Mark continues: "We have rebranded and put a package together to attract apparel retailers and wholesalers.

"We’re a shared facility with one very large customer. Our target is to introduce smaller retailers and fashion brands, so they too can get the benefit of our shared facility operation.

The firm recently installed a new WMS from Accellos. CML chose the provider because they were "warehouse specialists and well-designed for 3PLs and the shared user environment”, with features such as P&L reporting at account level, excellent client interface capability and has great client information access tools.

Mark says: "This means customers can take advantage of a world class WMS, which they wouldn’t necessarily have themselves. Many fashion brands have an ERP system but without the dedicated, sophisticated WMS that we can offer.”

CML is looking to re-configure its warehouse further, with flexibility the key word.

"We’ve got to be flexible in terms of systems and in terms of physical processes and layout,” adds Mark. "We know this is going to happen and we have a good idea of the target clients and their requirements so we’ understand the warehouse configuration we will need for the future. 

"It will require moving away from the VNA configuration that has worked very efficiently for us till now. To accommodate more clients and more varied and fast moving storage and picking, we’ll move from less pallet storage to more shelf picking,” he continues. "We’re investigating floating mezzanines, for example, but we have not decided on all of the details."

The 3PL already has strong experience with fashion brands and small retailers When specialist retailer Björn Borg opened its first UK dedicated brand store CML provided a picking, packing and pre-retail operation, including providing a dedicated delivery team to help ensure a smooth store launch.

Bjorn Borg UK MD Callum Sneddon says: "As with most new store openings the time constraints we had to work within were very tight. CML were able to prepare the stock perfectly and deliver the stock exactly as and when we needed it to our new store in Wembley. We are thrilled to be working with such professionals and look forward to incorporating their services into our growth strategy as our UK presence develops.”

CML also won a contract with lingerie brand Triumph to provide distribution requirements, customs paperwork requirements for the various transport modes and customs authorities and building IT connections for receiving and confirming orders between CML and Triumph Switzerland.

It also counts high-end fashion retailer LK Bennett as a long term partner.

Mark explains: "LK Bennett joined us in 2003, so eCommerce is something that came along the way. I think LK Bennett has learnt and we’ve learnt. Collaboration and learning together has been very important.”

The feedback given to LK Bennett from its customers has informed how CML approaches eCommerce, particularly in terms of presentation at the packing benches. 

In fact, one of the things I noticed about CML’s facility as a visitor was the dedication to care and high level of presentational excellence achieved at these packing benches, all aimed at giving the recipients of often very expensive gifts as much of a sense of occasion as possible.

Mark said: "We work with all our eCommerce clients to offer suggestions for adapting their packaging to provide them, and us, with the most cost effective solutions and fit for purpose solution and with LK Bennett we’ve gone from providing relatively simple solutions in terms of packaging and presentation to establishing a more elaborate and attractive offering.

"However, there are often cost implications. We put a lot of study into how these additional tasks will add labour cost and there have been compromises along the way.

"Our value added service expertise, help CML to win business and add margin but they are far from a licence to print money.  

"These costs are often additional and un-budgeted and there is always pressure to keep our tariffs competitive."

CML’s site capacity includes 24 loading bays with dock levellers to accommodate pallet carton and goods on hanger receipt and dispatch, 34,000 pallet spaces, circa 1,000,000 hanging garment storage spaces and 80,000 sq ft picking shelving/floor level operating area. Its VNA aisles reach to 14 metres, using Crown VNA trucks.

CML hopes this resource and its value-added expertise will help make it a leading ecommerce specialist.