My Jewellery was born from a passion for jewellery, and over the last 11 years, the brand has evolved into one of the leading fashion e-commerce companies in the Netherlands, whilst keeping a touch of summer a part of the brand’s DNA all year round. My Jewellery is always on-trend and aims to launch high-quality and unique products at an affordable price every season.
My Jewellery, one of the Benelux's fastest-growing omnichannel fashion and jewellery retailers, expanded rapidly across webshops, marketplaces, and 60+ retail boutiques. However, their original 2,850 m² distribution centre—designed for a much smaller operation—became a critical bottleneck. Manual picking and packing processes couldn't scale to meet omnichannel demand, particularly during peak trading periods. Labour challenges in a tight regional market made even more difficult for their business growth. With hundreds of SKUs, fast product turnover, and high promotional velocity, manual picking introduced errors that risked customer satisfaction. Warehouse managers lacked real-time visibility into operations, forcing reactive rather than planned decision-making. Crucially, the existing infrastructure could not support the brand's ambitious store expansion and entry into new markets like Poland and Spain.
In 2023, My Jewellery opened MyWarehouse, a new 10,000 m² distribution centre in Den Bosch, partnering with Geek+ to deploy a Tote-To-Person automated system. The deployment included 63 P40 robots carrying totes to ergonomic picking stations which also support housekeeping operations, 22 RoboShuttle8 robots managing high-density vertical storage (up to 8 metres height), and 48 replenishment workstations for inbound operations. The Geek+ Robot Management System (RMS) continuously optimises traffic, anticipates bottlenecks, and automatically redistributes robots across workstations. Real-time tote-location rematching keeps throughput high as demand patterns shift. The Intelligent Operation Platform (IOP) provides warehouse managers with dashboards on picking efficiency, workstation utilisation, robot status, and key KPIs—shifting the operation from experience-based to data-driven management. The system was designed for phased expansion: Phase 2 (mid-2026) adds 32 P40s and 6 RS8s; Phase 3 (January 2027) adds 21,000 tote locations and 31 additional robots—all without disrupting current operations.
Picking accuracy improved from a manual baseline to 99.99%, directly reducing returns and re-picks. The system processes 700 orders per hour, giving MyJewellery the throughput headroom to absorb peak trading periods without proportional headcount increases. Operator onboarding dropped to two weeks thanks to the intuitive Geek+ interface; operators no longer walk the warehouse floor, reducing physical strain and improving retention. The automation directly enables commercial growth: MyJewellery plans to expand to 125 stores, enter Poland and Spain, and introduce new SKUs rapidly. The expected payback period of 1–3 years reflects labour optimisation, throughput efficiency, and the ability to serve higher volumes from the same fixed cost base.
| 700 | 99.99% | 2 weeks | Less than 3 |
| Orders per Hour | Order Fulfillment Accuracy | Operator Onboarding | Years Payback |