When the Danish sportswear brand Hummel wanted to strengthen the speed and reliability of its order fulfilment, it turned to Element Logic for automation. By enhancing its existing AutoStore™ system with the eOperator®, Hummel has taken a significant step forward in warehouse performance. 

Challenge: Keeping Pace with Fast Fashion 

Hummel operates in an industry defined by seasonality, product variety, and high customer expectations. Manual handling and conventional automation could not deliver the flexibility and throughput needed to keep pace with growing e-commerce volumes. 

The company needed a solution that could: 

• Handle a wide variety of SKUs and packaging types. 

• Maintain accuracy and speed during peak periods. 

• Scale efficiently without adding manual labour. 

Solution: Seamless Integration for Predictable, High-Performance  

The eOperator integration to AutoStore enables reliable and damage-free handling of individual items—day and night. 

“Element Logic’s mission has always been to deliver innovative technology that helps our customers solve real operational challenges,” says Christian Rognes, Chief Product Officer at Element Logic. He continues “By integrating AutoStore with RightHand Robotics’ advanced AI-powered picking, we are enabling Hummel to achieve consistent throughput, greater resilience, and higher performance across their operations.” 

This fully automated solution reduces manual touches, enhances picking consistency, and ensures smooth, predictable operations across shifts and seasons. 

We are enabling Hummel to achieve consistent throughput, greater resilience, and higher performance across their operations

Christian Rognes, Chief Product Officer at Element Logic

Result: Reliable Performance and Fast ROI 

The combined solution has delivered measurable improvements in fulfilment speed, reliability, and operational resilience. 

“Reliability and speed are crucial in apparel fulfilment. After initially testing a local competitor, we chose Element Logic and their solution because it provided the consistent performance and fast ROI we needed to future-proof our operations,” says Henrik Meinertz, Manager for Hummel Distribution Center. 

With minimal installation time and seamless system integration, the rollout was completed in just a few days—demonstrating both the adaptability of the system and the reliability of Element Logic’s solution architecture. 

A Partnership for the Future of Apparel Logistics 

 For Hummel, the integrated automation solution represents a scalable foundation for continued growth.

Apparel is an important vertical and having such a supportive and forward-thinking customer as Hummel is an exciting milestone. We are enabling reliable, high-performance automation for one of the most complex product categories. 

Nikolaj Bjørn Eriksen, Managing Director Element Logic Denmark

Minimizing Errors – Maximizing Performance 

It’s easy to operate. If there would be an error on it, it’s easy to fix. So we are quite sure that, over the coming months, the output will increase and the robot use will also increase. By that we are hitting the targets by having a more efficient setup

Peter Husted, Director Group Supply Chain for Hummel

By combining AI-driven robotics with proven AutoStore efficiency, Hummel has minimized manual handling and maximized accuracy, throughput, and resilience—bringing its warehouse closer to lights-out fulfilment.