From runway to retail: Hellmann’s innovative fashion logistics solutions
Hellmann Worldwide Logistics has expanded into fashion logistics, offering tailored supply chain solutions for the fashion industry. With the increasing demand for fast and flexible logistics, it provides services that help brands keep up with shorter collection cycles and evolving retail trends. Ashique UzZaman, Fashion Logistics Director, IMEA offers valuable insight into the dynamics of fashion logistics.
GSC: What supply chain strategies has Hellmann adopted for fashion logistics?
AU: At Hellmann, fashion logistics is more than just moving goods — it’s about keeping pace with ever-changing trends and rising consumer expectations. Our approach centres on flexibility, speed, and smart integration.
With a strong presence in 61 countries, we blend global reach with local expertise to deliver customised solutions across every touchpoint — from replenishment and warehousing to transport. In the IMEA region, we manage a vast manufacturing network across India, Bangladesh, Pakistan, and Sri Lanka, supporting some of the world’s leading fashion and textile brands.
Our end-to-end services are built to respond quickly to seasonal shifts. From garment-on-hanger (GOH) transport and e-commerce fulfillment to quality inspections and store deliveries, every step is optimised — powered by RFID-enabled warehousing and seamless omnichannel logistics. We also focus on sustainability with lean, eco-conscious practices that help brands move faster and greener.
GSC: Tell us more about ‘Fashion Box’ and any other innovations created by your company.
AU: The Fashion Box is one of our proudest innovations, a smart, sustainable answer to the challenge of transporting GOH without creases, repackaging, or delays. It is suitable for high-end fashion where presentation is important.
Made of lightweight wood and durable, triple-corrugated cardboard, it’s fully recyclable, reusable up to five times, and fits perfectly into aircraft lower decks, no special equipment needed. It handles both GOH and flat-packed garments.
Beyond that, we’ve heavily invested in digital tools such as Smart Air & Ocean tracking, a next-gen TMS, and real-time booking platforms to give customers end-to-end visibility and control.
It’s innovation with a purpose — faster bookings and better service.
GSC: With changing consumer expectations and increasing demand for speed and sustainability in fashion logistics, what key trends are shaping the industry today and how is Hellmann adapting to stay ahead of these shifts?
AU: Fashion logistics in 2025 is evolving fast and we’re evolving with it. Today’s consumers want faster deliveries, and seamless experiences across all channels.
We’re seeing a major shift toward omnichannel logistics, automation in warehousing, and diversification of supply chains due to global disruptions. In response, Hellmann is doubling down on:
- Innovation: Our Fashion Box and store-level packing reduce waste and time-to-market.
- Digitalisation: Real-time dashboards and tracking tools improve transparency.
- Sustainability: We’re committed to low-carbon, lean logistics.
- Omnichannel efficiency: We support fashion brands across retail, e-commerce, and wholesale — all in one flow.
- Agility: Our supply chain solutions are designed to flex with market shifts.
GSC: Hellmann has built a strong presence in key manufacturing hubs like Bangladesh and Sri Lanka. How does this regional setup support global fashion brands in optimising their upstream supply chain operations?
AU: At Hellmann, our deep-rooted presence in South Asia is key to delivering agile, cost-effective fashion logistics. In Sri Lanka, we’ve partnered with MAS Holdings to form Hellmann MAS Supply Chain Ltd (HMSC) — a 4PL solution designed for demand-driven (pull) models. From repacking and labeling to e-commerce fulfillment, we streamline operations and help brands respond faster to market needs. Located in the Katunayake Export Processing Zone, HMSC ensures rapid access to both air and sea routes for faster time-to-market.
In Bangladesh — one of the world’s leading apparel producers — Hellmann supports global supply chains with over 30 years of local expertise. Our strategically located facilities in Dhaka and Chattogram handle everything from air freight and container consolidation to GOH transport, palletisation, and barcode scanning. Our bonded Gazipur Quality Control Centre is equipped with year-round humidity control and epoxy flooring to ensure product integrity.
Backed by strong regional hubs and trusted partnerships with top global brands, we support seamless logistics across major fashion trade lanes — from APAC to Europe and the Middle East.
Through our specialised fashion logistics solutions, including hybrid Sea-Air transport via Dubai, we connect production hubs like China, Vietnam, and Bangladesh to key global markets. This flexible model offers faster delivery than sea freight and lower costs than full air freight — keeping brands competitive, agile, and always in style.
GSC: Fashion is driven by fast-changing seasonal trends and high consumer expectations. How does Hellmann ensure flexibility and speed in handling time-sensitive shipments, especially during peak seasons?
AU: Peak season in fashion is high-stakes, and we’re built to deliver under pressure. Here’s how we ensure to keep the fashion supply chain moving:
- With our long-term partnerships with airlines, we secure priority cargo access.
- For time-sensitive shipments, we can arrange air charters
- Block space sea freight
- We forecast volumes and pre-align capacity with carriers.
- Our facilities use RFID-enabled systems for faster, more accurate handling.
- Local support, global reach: Our hubs in key regions like Sri Lanka and Bangladesh make coordination seamless.
It’s all about ensuring brands stay on-shelf, on-trend, and on time.
GSC: Sea-Air logistics through Dubai is gaining popularity among fashion brands. How does Hellmann’s Sea-Air product, combined with value-added services like quality checks, labeling, and re-packaging, create a competitive advantage for fashion clients using Dubai as a global hub?
AU: Our Sea-Air solution through Dubai offers the best of both worlds — the affordability of sea freight with the speed of air. It cuts transit time from Asia to Europe or the US significantly, without blowing the budget.
But what truly sets us apart is our value-added service stack: in-transit quality checks, labeling, repackaging, GOH handling — all in a free-zone environment designed for fashion logistics.
Plus, we top the global charts. In 2024, Hellmann ranked No. 1 in Sea-Air volume and customer count through Dubai, thanks to our highly skilled team and consistently strong performance.
GSC: How are logistics providers reducing their carbon footprint and making fashion supply chains more eco-friendly?
AU: Sustainability isn’t a buzzword — it’s a necessity. At Hellmann, we’re reducing our carbon footprint in multiple ways:
- Greener transport: Sea-Air, electric vehicles, and rail are becoming key.
- Smart route: We use digital tools to minimize fuel usage and maximise efficiency.
- Eco-friendly warehousing: Our facilities use solar power, LED lighting, and smart systems to cut energy use.
- Sustainable packaging: Right-sized, recyclable, and reusable materials are now standard.
- Carbon tracking & offsetting: We help brands monitor and neutralise their emissions.
Every step is geared toward building a fashion supply chain that’s fast — and future-ready.
GSC:What aspects of the container freight stations are incorporated in your shipments?
AU: Our container freight stations (CFS) are an essential part of our logistics infrastructure. They allow us to manage both Full Container Load (FCL) and Less-than-Container Load (LCL) shipments, optimising space and cost for clients.
Integrated with multimodal solutions — including sea, air, and rail, our CFS setups streamline operations, from customs clearance to cargo consolidation.
With our Smart Ocean digital platform, customers get real-time updates on shipment status, estimated arrivals, and potential delays, all while tracking emissions.
We also provide full documentation support, IMO 2020 compliance for marine emissions, and use EDI tools for faster, more efficient logistics. It’s a smarter, greener way to ship and a big part of why customers trust us to move their most time-sensitive cargo.
