Tokyo – August 29, 2025 – Geekplus Japan Co., Ltd. (Headquarters: Shibuya, Tokyo; CEO: Hirokazu Kato), together with Senko Co., Ltd. (3PL logistics provider for PUMA), supported PUMA Japan Co., Ltd. (Headquarters: Shinagawa, Tokyo; President: Ryokusai Inoue) in a project to build a new core logistics center that integrates B2B (store/wholesale) and B2C (e-commerce) operations.
In this project, Geekplus's open SCM solution “skylaa” was introduced, enabling unified inventory management across B2B and B2C channels without modifying existing systems such as ERP, OMS, or WMS. Additionally, 42 units of the automated mobile robots (AMRs) were deployed, achieving both labor savings and high efficiency in warehouse operations.
As a result, PUMA has significantly expanded the number of products handled in its e-commerce channel, improved inventory turnover (a known challenge), and increased efficiency in warehouse tasks. The new data-driven logistics operations foundation helps support PUMA’s growth from the logistics side.
Background & Motivation
PUMA handles a very wide variety of SKUs across categories like soccer, running, golf, basketball, as well as lifestyle items. Previously, PUMA managed B2B and B2C logistics using separate systems and operations. Senko had supported mainly the B2B logistics. With rising logistics costs, labor shortages, and growing e-commerce demand, there was increasing pressure to shorten lead times from order to shipment. To meet this, PUMA and its partners planned a new core logistics center consolidating operations across channels, emphasizing unified inventory and automation. Geekplus was selected as a partner for its experience in automation robotics and operations design.
The New Core Logistics Center: What Was Done
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SCM Integration without System Overhaul: They introduced the open SCM solution skylaa, which allows unified inventory control between B2B and B2C, without requiring changes to existing systems (ERP, OMS, WMS).
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Automation with AMRs: 42 AMRs were deployed, automating picking operations. This helps reduce manual labor and improve throughput.
These enhancements allowed PUMA to expand its e-commerce SKU offerings, improve inventory turnover, and handle higher order volumes with fewer staff. The logistics operation became more data-driven, helping align logistics strategies with business growth.
Future Developments
Currently, "skylaa" is mainly used for automatic inventory allocation in B2C shipments, but in the future, it is expected to be used for B2B inventory replenishment shipments as well, which will enable more frequent and efficient replenishment work than the current replenishment frequency. In addition, by expanding the scope of coverage of the automatic shelf transport robot, it is planned to achieve further labor savings.
In the future, we will continue to customize the functions of "skylaa" and consider relocating logistics bases, taking into account factors such as delivery lead times.
Geekplus Solution Impacts
"Before the project, constraints on B2C warehouse capacity prevented selling all SKUs, and moving goods from B2B warehouses caused delays." Nahoko Tabuse, Head of E-commerce at PUMA Japan, said, "By unifying inventory across channels and automating allocations during peak times, they improved lead times and bolstered e-commerce sales."
“Geekplus solutions empower us to meet growing Direct-To-Customers (DTC) demand from our own retail stores and e-commerce with greater agility and precision, while supporting our sustainability and growth goals in Japan.” – Kazuyuki Hayakawa, Senior Head of Logistics at PUMA Japan.
"We’re honored to support PUMA Japan’s logistics transformation. Together with Senko, we will continue to advance data-driven, flexible logistics that support sustainable business growth," Hirokazu Kato, CEO of Geekplus Japan, shared, "We will continue to contribute from both a technical and operational perspective to PUMA's business growth through the further construction of a logistics efficiency platform."
PUMA is a global sports brand designing, developing, and marketing footwear, apparel, and accessories. For 75 years, it has aimed to support athletes seeking “speed,” while also blending functional sport with lifestyle. PUMA operates in over 120 countries, with over 20,000 employees worldwide.