Linde Keeps Sports Group Denmark in Top Gear

Leading Sports Brands

Sports Group Denmark follows a multi-brand strategy by designing, producing, and distributing its own brands, as well as distributing well-known international sports brands. Its customer base includes approximately 2,500 retailers of sports apparel and equipment across some 20 European markets. The company continues to grow by establishing new showrooms, sales offices, and logistics centers.

“Our business is about creating value for our customers. That means we need to deliver quickly, efficiently, and flexibly — which requires carefully planned warehouse infrastructure, a smart WMS system, and top-tier logistics equipment. We operate under tight next-day deadlines, with lorries leaving early each morning with goods bound for retailers across Europe,” says Ole Reinholdt Nielsen.
 

New Logistics Centre in Silkeborg

To keep up with rising demand, Sports Group Denmark has built new logistics facilities in multiple phases — now totaling 40,000 square metres of indoor space across several sites. In Silkeborg, a state-of-the-art logistics centre was completed last year, featuring an AutoStore solution, cross-docking facilities and thousands of pallet spaces reaching up to eight metres high. All of this is supported to varying degrees by the Linde machine fleet.

The fleet has been carefully configured to handle a wide range of warehousing and logistics tasks. The electric Linde T20 pallet trucks quickly unload incoming containers and load outbound trucks. Linde L14 electric stackers and R20 reach trucks place pallets with precision at height, while the robust Linde V-models form the backbone of daily order-picking operations.

Two new Linde L14 AP/1173 electric stackers, equipped with high masts and aftermarket roof guards, are the latest additions to the fleet. These are used primarily for efficient high-rack storage, longer transport tasks, and occasional order picking at the busy logistics centre.

Seasonal Variations in Logistics

The number of Linde machines in use is adjusted to match seasonal fluctuations — because no one should be left short of equipment. At Sports Group Denmark, activity peaks early in the year with the arrival of spring/summer goods, and again in summer as autumn/winter stock comes in. During peak periods, the permanent warehouse team of 40 employees is typically supplemented with a similar number of temps.

“We’ve built a strong partnership with N.C. Nielsen, based on personal relationships. The technical quality of the Linde brand is indisputable, and we know we can rely on the equipment. We also have a dedicated and skilled service technician who’s practically part of the team. I’d also highlight the yourFleet customer portal, which gives us excellent financial oversight,” concludes Ole Reinholdt Nielsen.