Ultimate Products & fulfilmentcrowd: Scaling European Growth with Integrated Fulfilment Solutions

Ultimate Products is no stranger to your household, with big-name brands like Russell Hobbs, Beldray, and Salter under its wing. From kettles to kitchen scales, they bring quality home goods to the world. But when they set their sights on Europe’s 447-million-strong customer base, they knew they needed more than just a few extra trucks on the road - they needed logistics magic.

Link title: The Challenge: Scaling supply chain and logistics in Europe (this will not show on the frontend)

The challenge: Cracking Europe's supply chain code

Expanding across Europe isn’t just a case of “build it, and they will come.” Ultimate Products faced a few not-so-small hurdles:

Coordinating a global supply chain from China to Europe,
Scaling operations to handle B2B and DTC (direct-to-consumer) orders across multiple channels,
Integrating sales and supply chains on platforms like Amazon Vendor,
And optimising delivery costs to make expansion feasible.

In short, they needed a partner who could manage the heavy lifting, from the factory floor all the way to customers' doorsteps. fulfilmentcrowd rolled up its sleeves, offering the solution they’d been searching for.

“We are building a highly automated, pan-European distribution business using fulfilmentcrowd’s technology and network of centres. Their platform integration, process automation, and scalable capacity are key to delivering our growth strategy.”

Michael Holden, Deputy Supply Chain Director at Ultimate Products

Link title: The Solution: A fully integrated, tech-driven fulfilment network by fulfilmentcrowd (this will not show on the frontend)

The solution: A tech-driven, Europe-wide fulfilment network

To help Ultimate Products make their European dream a reality, fulfilmentcrowd provided an end-to-end logistics solution that did it all—from factory to front door.

Scalable capacity

fulfilmentcrowd’s pan-European network means Ultimate Products can scale storage and reduce delivery costs across multiple locations, ensuring that stock is ready when customers are.

Omnichannel fulfilment expertise

Whether it’s B2B shipments to retailers or single orders to customers, fulfilmentcrowd manages it all from one stockholding. They’ve got pallet loads and parcels down to a science, making sure every order type is fulfilled seamlessly.

Integrated supply chain technology

fulfilmentcrowd’s platform integrates effortlessly with Ultimate Products' ERP system and sales channels, from Amazon Vendor to marketplace accounts. This automation keeps stock data in sync across channels, making order processing a breeze - from factory dispatch to final delivery.

Amazon-optimised fulfilment

Since Amazon is a key sales channel, fulfilmentcrowd’s platform supports both Amazon FBM (Fulfilled by Merchant) and Vendor programs, giving Ultimate Products the control they need to handle high volumes across Europe.

Delivery Assured™ solution

fulfilmentcrowd’s Delivery Assured™ service links Ultimate Products to a network of domestic and international carriers like GLS, Deutsche Post, Evri, and DPD. Specialist B2B deliveries via Dachser round out the offering.

Increased EU capacity

With fulfilment centres in Born (NL), Lieusaint (FR), and Leipzig (DE), fulfilmentcrowd has the scalable capacity needed to keep Ultimate Products expanding smoothly across Europe.

“We are proud to work with Ultimate Products, fully demonstrating the scalability of our business model and technologies. As fellow North-West companies, we have a shared culture of hard work, pragmatism, and good humour which enables us to focus our respective resources on delivery to plan.”

Paul Taylor, Chief Operating Officer at fulfilmentcrowd

Link title: The Results: Seamless integration and EU expansion (this will not show on the frontend)

The results: A streamlined, scalable supply chain

With fulfilmentcrowd’s support, Ultimate Products’ EU business has boomed, now making up 30% of their total sales. Here’s how it breaks down:

£166 million turnover in 2023, with a significant chunk from EU markets,
Over 2,500 products managed across six brands with real-time stock visibility,
Scalability to support new brands, territories, and sales channels.

Thanks to fulfilmentcrowd, Ultimate Products is ready to keep growing - Europe-wide, hassle-free, and more efficient than ever. With a seamless supply chain and a world-class fulfilment partner, Ultimate Products is solidifying its place as a true “Brand House” across the continent.