XXL, together with Element Logic, have built one of the Nordic region’s highest-performing logistics systems. With a finely tuned automation solution and real-time optimization via eLogiq, they have created an operation combining extreme speed with accuracy, insight and a strong performance culture.

As one of the Nordics’ largest sports retailers, their requirements are clear: products must quickly go out to stores, online orders should be shipped — often already the next day — and capacity needs to keep up with continuously rising volume. To meet this, XXL realized they needed to take their logistics to the next level — both in automation and data-driven control.

From Strong Logistics — to Top 5 in the World

XXL invested early in AutoStore, but their close collaboration with Element Logic made the real difference. Systems, processes, software and workflows were optimized for one thing: maximum speed.

“We have always had a vision of becoming the best in the Nordics at logistics. We were early adopters of automation, and in cooperation with Element Logic we saw a great need to develop and expand our facilities. That’s why we have expanded the installation seven times — simply because capacity couldn’t keep up with our growth.” — Nichlas André Fredly, Warehouse Manager at XXL Norway.

We have always had a vision of becoming the best in the Nordics at logistics. We were early adopters of automation, and in cooperation with Element Logic we saw a great need to develop and expand our facilities.

Nichlas André Fredly, Warehouse Manager at XXL Norway.

Where previously there were delays and manual bottlenecks, today batch picking, optimized robot flow, and real-time management via eManager provide a seamless operation. The result: a picking speed few can match.

“Compared with manual picking, AutoStore picking is four to five times more efficient. What Element Logic and we have worked very closely on are development processes — solutions that fit better with the workflows in our stores. Among other things, category labeling, which makes it easier for us to sort correctly for the next customer after us,” Fredly continues.

Today, XXL handles up to 510 order lines per hour on B2B alone — placing them among the top five AutoStore installations in the world in terms of efficiency.

Data-Driven Precision in Real Time — With eLogiq

While AutoStore provides the speed, eLogiq delivers the insight that makes continuous improvement possible. The shift from manual data collection to automated analysis has saved time, improved decision-making, and sharpened the performance culture.

For years, XXL used Excel spreadsheets and manual logging to monitor picking, performance, and operation. Shift leaders used up to 30 minutes per shift just to compile, sort and interpret the numbers — time that added no value itself. With eLogiq, this changed immediately.

Every day, XXL now saves about two hours — equivalent to a full workday per week — simply by eliminating manual data collection. Management gets real-time overview: who picks what, at which port, at what speed; which trends are emerging; and where staffing should be adjusted to meet daily goals. This has also made it easier to give precise feedback, support employees who struggle, and motivate high performers.

eLogiq is also used actively in reporting up the organization. Insights are compared with XXL’s other locations — such as their AutoStore facility in Sweden — to drive continuous improvement across countries.

“For a regular customer, eLogiq is perfect to have 100% control over system performance — including picking, volume and bin presentations — without waiting for a report. You can act immediately,” says Nichlas André Fredly.

For a regular customer, eLogiq is perfect to have 100% control over system performance — including picking, volume and bin presentations — without waiting for a report. You can act immediately

Nichlas André Fredly, Warehouse Manager at XXL Norway.

A Winning Culture That Delivers Results

Technology is part of the explanation — but the people make it work. At the picking stations, operators work at high pace, supported by eManager that gives real-time priorities and metrics. The system eliminates idle time and ensures flow — but it is the team’s performance culture that drives the results.

“We monitor everything in real time: uptime, pick frequency and every KPI. Our winning culture drives us to constantly increase productivity,” says Nichlas André Fredly.

Faster Delivery — Low Error Margin

Once orders are picked, they are packed and shipped with very high precision. XXL usually delivers e-commerce orders to customers already the next day, and both B2B and B2C orders go out via optimized ports with minimal error rates.

“After we started using AutoStore, we clearly see that delivery times have become significantly shorter. Previously it could take three, four, five days to send an order. Now it often goes out the same day,” says Nichlas André Fredly.

Automation at XXL — Facts

• Pick capacity: up to 510 order lines/hour (B2B)
• Operation model: B2B and B2C in the same AutoStore
• Software: eManager + eLogiq for real-time analytics and continuous improvement
• Time saved: ~2 hours per day on data collection
• Benefits: Extreme speed, low error margin, data-driven decision-making
• Work environment: Optimized stations with minimal waiting time