Monday, July 23, 2012

Fashionable Amsterdam Shipping Beer Containers to Olympic Venue

Port is Central to Games Refreshment and Chinese Style
Shipping News Feature

NETHERLANDS – Fifty containers loaded with beer and equipment for the Holland Heineken House during the 2012 Summer Olympics in London left earlier this month from the Port of Amsterdam. The containers were shipped from the SCS Multi Port international logistics shipping terminal. Ongoing shipments will be carried out in several sessions as containers move thrice weekly from Amsterdam to the UK.

The Holland Heineken House is the official national house where the Netherlands Olympic Committee/ Netherlands Sport Federation (NOC/NSF) is the host. Following preparations which began over two years ago the Holland Heineken House will be based in Alexandra Palace in North London where it will remain for the duration of the summer Olympics. Senior Sponsor Manager at Heineken with responsibility for the Holland Heineken House, Dennis Hogenboom said:

“The organisation, logistics in particular, is quite a challenge and we are delighted to have an experienced partner such as Port of Amsterdam to make sure this gigantic project runs smoothly. As from this week professionals will be reaching London almost every day for construction. More than 125 companies and suppliers are involved in this project and at the opening ceremony at least 450 crew members will be up and running to welcome and serve about 110,000 guests in total. The entire team can look forward to a wonderful but also very challenging experience.”

Earlier this month, the Port of Amsterdam welcomed around forty interested parties to a fashion logistics seminar that was being held during the uptown Business Programme of the Amsterdam Fashion Week. This seminar was organised by Fashion Cluster Amsterdam, a collaboration between Amsterdam In Business, Amsterdam Airport Area and Amsterdam Innovation Motor.

The seminar led to a lively panel discussion including a case study showing retail service organisation Euretco’s success in China combining cargo flows at a shop level and providing insight into the logistic process of a centrally operated hub and spoke cargo flow. The panel line-up was completed by TNT Fashion and the discussion moderated by the Holland International Distribution Council (HIDC).

A clear message arose during the Amsterdam Fashion Institute (AMFI) presentation which is to ensure proper study of one’s customer and their purchasing behaviour. By doing so, a company may be able to tune the logistics to the requisite outcome. A recurring theme during the seminar was the need for collaboration with the most cost effective and efficient solution in this particular market being a combining of forces. A case study showed that the collating of cargo is not only possible but desirable.

The next important step is assembling different brands which are manufactured by the same company before extrapolating to include cooperation between different suppliers. The majority of the speakers and panel members agreed that communication and collaboration efforts need to improve between each fashion retailer before collated cargo is satisfactorily implemented.