Wella’s Milestone in Brazil: Opening of New Distribution Center

Wella’s Milestone in Brazil: Opening of New Distribution Center
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The renowned hair and nail care brand Wella Company has officially opened its new distribution center in Extrema, Brazil. This facility marks a significant milestone for Wella, being their third-largest distribution center globally.

A Sign of Independence and Growth

This new chapter aligns with Wella's recent independence from the Coty Group. As Nathalie De Gouveia, Chairman of Wella Company in Brazil, states, "The opening of Wella Company's first distribution center in Brazil marks another important milestone in our quest for independence and reflects our commitment to raising the standards of the hair care industry." This strategic move allows Wella to take full control of its supply chain, ensuring efficient and reliable delivery of its products throughout Brazil.

Strategic Location and Advanced Technology

Located in Extrema, south of Minas Gerais, the new center boasts a prime location for reaching major consumption areas. This strategic location translates to faster delivery times and improved product availability for Wella's extensive range of hair and beauty products to various channels, including wholesalers, distributors, salons, pharmacies, and even e-commerce platforms.

The center itself is a marvel of efficiency and sustainability. Operating 24/7 with a vast 12,000 square meters of space, it boasts a storage capacity of a staggering 14,000 pallets. Wella prioritizes environmental responsibility with the building being LEED certified and equipped with features like LED lighting systems and wastewater recycling. The company has plans for solar panels by 2025 to achieve 100% green energy consumption, significantly reducing its carbon footprint. The commitment to a comfortable and safe work environment is evident with FaceFelt insulation for better temperature control and separate storage facilities for flammable products.

Partnering for Success

Wella has partnered with ID Logistics, a leading international logistics operator, to manage the day-to-day operations of this new center. This collaboration leverages ID Logistics' expertise in the beauty industry, ensuring a smooth and efficient flow of Wella's products throughout Brazil.

The opening of this new distribution center signifies Wella's dedication to the Brazilian market and its commitment to providing exceptional service to its customers. With its focus on innovation, sustainability, and efficiency, this facility will play a key role in Wella's continued success in Brazil.

Investor

Wella Company

Outbound region

Germany
European Union

Inbound region

Brazil

Industry

Beauty and personal care

Date of record

8 April 2024

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