Element Logic as preferred AutoStore partner for New Wave in Europe
Element Logic and New Wave Group have intensified their collaboration with a key account framework agreement for further cooperation. In addition to a completed AutoStore system in Switzerland and a system expansion in Norway, Element Logic is realizing its sixth joint project – a future-proof AutoStore system for the New Wave logistics center in Geiselwind, Germany. More projects are in the pipeline.
The framework agreement establishes Element Logic as the preferred AutoStore partner for the New Wave Group. Background: To rationalize the IT infrastructure and automation solutions of its subsidiaries and to standardize intralogistics processes and system configurations, the New Wave Group has initiated an international standard platform. As a further advantage of the associated global standardization of processes and system configurations, both companies report accelerated project implementation and cross-location synergies.
Element Logic’s expertise and the reliability of the AutoStore technology give us the confidence to scale our logistics operations across Europe. Their standardized approach and strong support have already accelerated several of our projects, and we see them as an important partner in our long-term growth journey
Viktor Forsgren Business Developer IT – Logistics and Automation at New Wave Group
Current projects before realization
The New Wave Group manages around 70 independent operating companies worldwide in the three operating segments; Corporate, Sports & Leisure and Gifts & Home Furnishings. As part of the cooperation to date, Element Logic has already successfully realized three AutoStore Systems installations for New Wave in Sweden, one in Norway and one in Switzerland. The successful projects have paved the way for the key account framework agreement. The expansion project in Råde , Norway, and a new project at the New Wave logistics center in Geiselwind was completed in November 2025.
High throughputs and intelligent warehouse software
The AutoStore System that will be implemented at the logistics center in Geiselwind offers 36,000 bins, 23 R5 robots handle transfer and retrieval, and operate six CarouselPorts for high picking throughputs. As the “brain” of the AutoStore system, the eManager software from Element Logic provides functions such as product location management, stock control and customized processes for incoming goods, returns processing, replenishment and order picking. In addition, the software ensures smooth communication with the higher-level warehouse management software as well as efficient, coordinated processes and optimum workflow.
Future-proof to AutoStore’s flexible infrastructure
Element Logic’s AutoStore system will take New Wave’s intralogistics efficiency to the next level. The state-of-the-art Automated Storage and Retrieval System (ASRS) provides a high level of precision and speed. This enables faster order processing, fewer human errors and optimized space utilization. As the New Wave Group aims for further growth, the end-to-end scalability was another reason why the New Wave Group chose the AutoStore technology. The modular design makes the system extremely adaptable to changing business requirements with low energy consumption. The storage capacity and storage performance can be increased independently of each other – the infrastructure can be adapted to all changing requirements in a future-proof manner.
By using AutoStore’s advanced warehouse automation technology, New Wave can streamline its operations, reduce costs and improve its sustainability efforts. With this move, the New Wave Group is positioning itself for long-term success in an increasingly competitive global marketplace.
Philippe Regnier, Global Key Account Manager Element Logic
