DHL and Sephora Partnership: Revolutionizing Logistics in the Beauty Industry
Understanding the New Logistics Paradigm
In a significant move that reflects the evolving landscape of logistics, DHL Supply Chain has taken the reins of e-commerce fulfilment for Sephora, the renowned beauty retailer. After the announcement of this strategic partnership over a year ago, insights from a recent visit by Logistics Manager reveal how this collaboration is reshaping logistics operations, particularly at DHL’s state-of-the-art facility in Coventry.
A Solid Contract for Seamless Operations
DHL’s role as the lead logistics provider for Sephora is framed by a comprehensive five-year contract. The agreement gives DHL the authority over warehousing, e-commerce fulfilment, and UK transport logistics for Sephora. This pivotal relationship underscores DHL’s commitment to streamlining logistics tailored to the beauty sector.
A Massive Facility for Growing Demands
Operational since July 2024, DHL’s 900,000 ft² Cross Point facility in Coventry serves as a cornerstone for Sephora’s UK logistics. Designed as a shared-user site, it occupies an entire floor dedicated solely to Sephora, ensuring that all aspects of the retailer’s logistics are centralized and expertly handled.
DHL’s Cross Point Coventry facility
Sustainability at the Forefront
This facility not only represents logistical prowess but also a commitment to sustainability. With a BREEAM ‘Outstanding’ certification, the building features an air source heat pump, significantly reducing carbon emissions by approximately 135 tonnes of CO₂ annually compared to traditional gas systems. Further demonstrating its green credentials, the site is equipped with 3,000 solar panels that generate over 40% of its electricity, complemented by a sophisticated battery storage system crafted by DHL’s digital manufacturing specialists.
Electric Mobility and Warehousing Innovation
To further its commitment to sustainability, the facility boasts 30 electric vehicle charging stations and utilizes all-electric material handling equipment alongside a fully electric tug, thus minimizing its carbon footprint.
At the heart of operations, autonomous mobile robots (AMRs), specifically the Chuck AMR from Ocado Intelligent Automation, play a pivotal role. These robots seamlessly assist human operators in the picking process, optimizing order fulfilment efficiency.
Chuck AMRs with DHL and Sephora branding
Automation: The Future of Order Fulfilment
Equipped with an advanced pick-to-light system, each AMR provides operators with vital information, including product codes and color-coded locations. This technology enhances accuracy during picking, alerts operators of scanning errors with red lights, and ensures that orders are correctly assembled.
Beyond these robots, DHL’s Coventry site employs an array of automated systems, including cleaning robots, wrapping robots, and a dimension measuring system. These innovations guarantee rapid categorization and sorting, streamlining the entire logistics process.
E-Commerce and Operational Efficiency
The Coventry facility processes approximately 7,000 e-commerce orders per day, with 62% of orders fitting into compact packaging. With the automation of packing processes, DHL can handle over 600 orders hourly through its two automated stations, increasing to four during peak seasons.
However, larger orders still rely on manual packing, with rates of 30 to 60 orders per hour. To add a personal touch, DHL offers value-added services like specialist gift wrapping, catering to discerning customers, particularly for premium products like those from Jo Malone.
Robust Operations Around the Clock
Operating 24/7, DHL’s Coventry facility successfully maintained its next-day delivery promise for Sephora even during the hectic Black Friday sales peak last year. This reliability marks a significant achievement in logistics for the beauty sector.
Blueprint for Future Partnerships
Looking ahead, DHL plans to leverage the operational model developed for Sephora as it prepares to launch logistics for another beauty giant, Estée Lauder, slated for February 2026. This strategic approach ensures consistent service quality across multiple beauty brands, enhancing customer satisfaction.
Boston Dynamics’ Stretch robot showcased at DHL’s Cross Point Coventry distribution centre
Robotics Innovation: A New Era in Warehouse Management
During the visit, DHL also introduced new technologies, including Stretch robots from Boston Dynamics. This partnership, announced in May 2025, aims to deploy over 1,000 robots globally, enhancing efficiency within warehousing operations.
Already, 10 Stretch robots are operational across the UK, Germany, and the USA. These advanced machines can unload and palletize goods at a rate surpassing human capabilities—handling between 600 to 800 cases per hour, doubling the average human rate.
Flexibility and Adaptability in Operations
What sets these robots apart is their mobility; not confined to a single location, they can adapt to the needs of the operation, shifting between facilities as demand fluctuates. Furthermore, they boast an impressive 16-hour battery life, enhancing their operational longevity.
Long-Term Goals and Workforce Integration
Saul Resnick, the UK & Ireland CEO at DHL Supply Chain, emphasized that the adoption of robotic technology is not just a trend but a strategic investment. He highlighted that while automation plays a crucial role in efficiency, it complements human workers rather than replacing them.
“It’s not about choosing between humans and robots. Each plays a vital role in our vision for growth,” he asserts, underscoring the importance of human capital in DHL’s Strategy 2030.
Expanding Horizons: Investment in Future Technologies
To further support the increasing demand across various sectors, DHL Supply Chain has announced plans to invest £550 million in expanding its infrastructure. This expansion is aimed at integrating more automation within its operations, particularly to service the e-commerce and life sciences healthcare sectors.
Conclusion: A Pioneering Future in Logistics
The collaboration between DHL and Sephora is not merely a logistic partnership but a representation of how technology and sustainability can revolutionize the beauty retail landscape. As both companies look to the future, their strategic focus on automation and operational excellence will undoubtedly set the stage for continued success in the logistics industry, shaping an exciting pathway for other retailers to follow.
