New upgraded fulfilment centre for George at Asda

Clothing retailer George at Asda is the anchor customer at a revamped state-of-the-art shared-user ecommerce fulfilment centre in Derby

The site will be recommissioned and enhanced with advanced automation technology to support high-volume, fast-thoughput ecommerce operations, developed to support high-growth, seasonal peaks and wide product ranges.

The facility will consolidate all George.com clothing ecommerce activity into one location and operating model, providing Asda with more efficient dispatch capabilities and significantly enhanced customer proposition.

The facility will feature an AutoStore goods-to-person (GTP) system and pocket sorter technology, enabling rapid order processing and increased operational efficiency. Once live, the site will be capable of handling up to 350,000 units per day, with end-to-end order turnaround times of approximately 30 minutes, supporting the growing demand of online retail and fashion ecommerce.

The Derby investment forms part of DHL Supply Chain’s previously announced £550 million investment in its UK infrastructure, reinforcing its commitment to innovation, automation and long-term growth across the region. DHL expects to create around 450 jobs, and the facility will operate as a shared-user site with the flexibility to onboard additional customers.

Chris Hall, Asda's VP of Logistics, said: "Partnering with DHL will give us the fast, scalable and resilient fulfilment operation we need as our ecommerce business grows. Their purpose‑built infrastructure will support our ambition for George to become the UK’s largest clothing retailer by volume, helping us handle rising demand while maintaining the high service standards our customers expect."