Sony Australia will outsource the company’s logistics operation to a third party supplier, DHL Exel Supply Chain. The partnership with DHL follows a review prompted by the expiry of the lease of its warehouse facility at Chullora, NSW. The new arrangement will be effective from 19 February 2009.
Carl Rose, managing director of Sony Australia, said: “The alliance with DHL will provide Sony with greater flexibility in managing fluctuations in the demand for warehousing. As a business, it allows us to adapt to the needs of our retail partners across the country and reflect the seasonality of the consumer electronics market, variance in product sizes and weights, market conditions and import trends.
“We operate in a highly competitive market and must continually explore opportunities to make ourselves more productive and efficient. DHL is an existing business partner of Sony and we’re confident that the extension of our relationship, by creating a variable cost platform for our logistics, will result in material and practical benefits to our business.”
Terry Ryan, senior vice president for DHL Exel Supply Chain, South Pacific, said: “We will work very closely with Sony through this transition to make it as seamless as possible for all parties, ensuring the high level of service and integration expected of Sony by its customers is not impacted in any way. We have extensive experience in operations of this nature and look forward to working alongside Sony to deliver the model best suited to their business.”
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