Three countries. Two solution types. One repeatable playbook: Romania → Italy → Czech Republic.
When Dr.Max selected Geek+ the aim was to address real‑world fulfillment challenges at speed. The first go‑live in Romania back in 2023 validated the business case. Italy followed with a Tote‑to‑Person solution in 2024 that won IFOY 2025, and the Czech Republic in 2024 as well replicated the model with local adaptations.
And that Romanian launch wasn’t just a proof-of-concept—it was a proper engine room upgrade: nearly a hundred Shelf-To-Person robots buzzing 24/7 in Bucharest, feeding pick stations from a 25k+ SKU catalog and pushing order-accuracy by 99%. The setup flexes for peak season (add bots, add throughput), and the software batches orders smartly—even tracking expiry dates so pharma stock turns clean. No surprise Dr.Max’s e-com site sits among Romania’s top 10 by traffic; the warehouse now keeps pace with how people actually shop.
Italy then turned the dial up: in Telgate, Dr.Max paired an 8-meter shuttle for vertical storage with Geek+ Tote-to-Person for rapid picks—Italy’s first of its kind. The flow is slick: orders kick off automatically, items go straight into cartons, and shipping prep (right down to volume reduction and sealing) runs on rails. With e-commerce growing 55% YoY in 2023, the site was built to keep pace now and scale later—customizable today, replicable tomorrow across the network.
Lastly Brno keeps the momentum rolling. The new e-com hub in Brno mirrors the Italian playbook—RoboShuttle tote-to-person flow, same operating rhythm, local tweaks—and it’s pointed straight at B2C peaks. The site runs a deep fleet of Geek+ P40, so scaling is a knob-turn, not a re-build. Big picture: Eastern/Central Europe is on a tear for automation, and Dr.Max shows how one company can stamp the same solution in a new region, follow the same procedures, and just… grow with demand.
Tech that scales with the business
Growth at Dr.Max doesn’t arrive in neat, predictable waves; it surges with seasons, promotions, and new product lines. That’s why the automation solutions for their picking and storage operations has to be modular and scalable. With Geek+, adding capacity is as simple as introducing more robots, workstations, or put-away picking stations—no need to tear up layouts or redesign facilities. The result is speed to value: implementations move quickly, training is measured in hours and days rather than weeks, and key KPIs—throughput, accuracy, lead times—lift almost immediately. Just as important, the work itself gets better. Goods travel to people, not the other way around, so long walks and heavy lifts give way to calmer, safer, more focused shifts.
So, behind the metrics, there are also people that feel different: ergonomic stations, predictable workflows, and fewer repetitive strains translate into a safer environment and higher satisfaction. Teams spend more time on quality and exceptions, the work that needs human judgment—and less on rote movement.
Beyond efficiency: measurable brand lift
Operational excellence is the first win; market recognition is the second. The Italy site didn’t just hit its targets—it earned an IFOY Award, a signal to customers, partners, and candidates that Dr.Max is serious about innovation. Awards like IFOY function as third-party validation of performance and ROI, raising confidence in the boardroom and on the warehouse floor alike. They also compound over time: the employer brand strengthens, hiring conversations change, and stakeholders start to view fulfillment as a strategic advantage—not just a cost center.
The story is part market dynamics, part practical math. E-commerce growth and pharmacy complexity add SKUs and compress SLAs, making every minute count. Labor markets reward safer, smarter jobs, and facilities often have to do more within the same four walls. In that context, modular AMRs outpace fixed automation: they’re faster to deploy, easier to tune, and simpler to scale. Phased investments reduce risk—prove the value, then add capacity—and each phase builds on real data from live operations.
What’s next for Dr.Max × Geek+
The playbook is clear: reuse the best template and localize it for each site. Software, analytics, and ergonomics will keep improving in the background, and upgrades can roll in without major disruption. Most importantly, peak seasons become planning exercises instead of fire drills. With a partner who knows the network and a model that flexes, Dr.Max can grow confidently—country by country, site by site.