Beyond the runway: Denny Kalmring talks fashion, logistics, and customer satisfaction

Denny Kalmring, Sales Director for the DACH region at Radial, shares his extensive experience in the fashion industry and discusses the offerings of Radial’s fulfillment center in Halle for e-commerce businesses. From tailored fulfillment solutions to cutting-edge automation and environmentally friendly practices, Denny provides a behind-the-scenes look at how Radial delivers superior service to its clients and their customers across Europe.

You’ve been in the fashion industry for over 22 years and represented 18 renowned brands. How has that experience shaped the way you approach your current role?

Denny Kalmring: My experience in the fashion industry has given me a deep understanding of both customer and retailer needs. Over the years, I’ve worked with online retailers, wholesalers, and traditional retailers, which has taught me how to drive growth while building strong, lasting relationships. In my current role, I apply this understanding by prioritizing partnerships and adapting quickly to changes in the market.

Have you ever thought about what fashion and logistics have in common?

Denny: Absolutely! Fashion, like logistics, is all about being fast-moving, having its own style, and, of course, being on time. Both industries need to keep up with trends and meet high expectations. Here at Radial, in our beautiful Halle location, we’ve created the perfect conditions to keep the process running smoothly. Our goal is to make sure the fulfillment experience for our customers is flawless, ensuring the end customer enjoys a seamless shopping experience.

That sounds like a lot of careful coordination. How do you ensure that everyone is satisfied: from the client to the end customer?

Denny: It’s quite simple: when the end customer is happy, our client is happy, and that means we’re happy too. It’s a cycle of satisfaction. We focus on delivering the best experience by maintaining high standards at every stage. From processing orders to managing inventory, shipping products, and handling returns, we leverage technology and automation to keep operations smooth, even during peak seasons. Our warehouse teams are trained to handle items with care, and we make sure the journey from warehouse to consumer is as environmentally friendly as possible.

Can you tell us more about the Halle fulfillment center’s location and its strategic importance?

Denny: Of course! Our Halle fulfillment center is strategically located in the heart of Europe, which gives us a significant advantage. We’re in close proximity to national and international hubs – just 30 minutes away – and only 15 minutes from the Halle/Leipzig airport. This prime location allows us to cover Germany and Eastern European markets within 24 hours, which is crucial for meeting the fast delivery expectations of today’s consumers. The center’s position also enables us to offer late cut-off times for orders, typically around 6 to 7 PM, ensuring we can process and ship out orders quickly.

What kind of technological capabilities does the Halle fulfillment center have?

Denny: Our Halle center is equipped with semi-automated systems that provide us with both efficiency and flexibility. We have conveyor systems that act as automated pathways, continuously moving goods throughout the facility. This automation reduces manual labor and streamlines our fulfillment process. At the same time, we maintain the flexibility to handle manual and bulk requirements. We also have sophisticated systems for inventory management and order processing. For apparel clients, we have rail systems that allow us to store and quickly retrieve garments, ensuring they arrive at the customer in perfect condition.

Sustainability is a growing concern in logistics. How does the Halle center address environmental issues?

Denny: Sustainability is indeed a key focus for us at the Halle distribution center. We’ve implemented several measures to reduce our environmental impact. For instance, we use a “packaging on demand” system to minimize excess packaging, and all our packaging materials are 100% recyclable. We’ve even introduced innovative materials like grass cartons and recyclable bubble wrap.

Energy efficiency is another area where we’ve made significant strides. The entire facility uses LED lighting, which considerably reduces our energy consumption. We’ve also installed motion-detection and presence-detection systems in our pick towers, common spaces, and for our conveyor belts. This ensures that lighting is only used when necessary, further reducing our energy usage.

These initiatives not only make our operations more sustainable but also often result in cost savings that we can pass on to our clients. It’s a win-win situation that aligns with the growing consumer demand for environmentally responsible businesses.

There’s strong competition in the market. How do you stand out?

Denny: You’re right, there are many other providers out there. But at Radial, we offer carefully tailored fulfillment services that are crafted according to our customers’ specific needs. This personalized approach allows us to not only meet but often exceed expectations. We encourage clients to visit us and see firsthand the high standards we maintain. We take pride in setting the bar high and are always ready to go the extra mile.

That’s impressive! If someone wants to learn more or partner with Radial, how can they reach you?

Denny: I’m always happy to connect! If you’d like to know more, feel free to reach out to me on LinkedIn. I’m here to ensure that nothing is left to be desired, and I look forward to hearing from you!