Strauss Wins German Logistics Award for Revitalization Project

The "Logistics Next Level" project by Strauss has won the German Logistics Award 2025, recognized for its innovative approach to revitalizing an outdated logistics center while maintaining operations. The award was presented during the BVL Supply Chain CX in Berlin.

Revitalization Over New Build

Strauss, a workwear brand based in Biebergemünd, decided to renovate its existing logistics center after a detailed analysis showed that building a new facility would involve high costs, CO₂ emissions, and a long construction period. The revitalization project offered a viable investment framework and shorter implementation time, saving 26,000 tons of CO₂ compared to a new build.

"We wanted not just to renew our logistics, but to revolutionize them," says Matthias Fischer, COO at Strauss.

The existing logistics center, dating back to the 1990s, was no longer fit for the future. The outdated systems consumed large amounts of energy, and many processes were still analog. A photovoltaic system and geothermal energy contribute to self-sufficiency in the renovated facility.

Challenges and Successes

Carrying out the renovation while maintaining operations placed high demands on planning, qualification, and risk management. Parts of the process were temporarily outsourced to a nearby sister site in Schlüchtern. A total of €55 million was invested, fully financed with the company's own funds.

The results are impressive: shipping capacity has doubled, unit freight costs have decreased, and Fischer estimates a return on investment of 4.8 to around five years. Order processing time decreased from four hours to 40 minutes, the error rate was reduced by 80 percent, and customer satisfaction now stands at 98 percent.

Automation and Digitalization

A new control center coordinates around 45,000 shipments per day. Automation and digitalization using state-of-the-art equipment are a key pillar of success. The data generated flows directly back into forecasting, capacity management, and maintenance planning, increasing the stability of operations.

Employee Involvement

The auditing team and jury were equally impressed by how the project was embedded across the entire workforce. Employees were involved from the beginning and could co-determine many aspects such as shift planning, break schedules, and workplace design. The renovation period was used for training at a modern site in Schlüchtern.

Particularly positive for employees: efficiency gains allowed weekly working hours to be reduced from 40 to 37.5—with full wage compensation.

A Model for Future-Ready Logistics

Strauss convinced the jury with its integrated approach combining brownfield redevelopment, technology, ecology, and social aspects. The combination of preserving existing structures, connected automation, AI-supported control, and active employee participation creates measurable effects in performance, quality, and sustainability.

Other Finalists

Siemens and Tchibo were also recognized as finalists for their innovative logistics projects. Siemens implemented a smart, scalable, and sustainable solution with AI at its Logistics Center Erlangen, while Tchibo developed the project "The Power within Retoure" to intelligently link online business and returns.

"Today, the entire process—from goods movement to labeling and preparing small parcels for shipment—is fully automated," says Dr. Ekine Aristizabal, Head of the Logistics Center in Erlangen.

Tchibo's project at its logistics site in Cheb, Czech Republic, uses an automated system with 300,000 bags to process returns, making 96 percent of returned items available again in the online shop within 30 minutes.