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Criminal shifts supply to Far East

Young fashion brand Criminal is moving its supply chain functions to the Far East in a cost-saving drive that will cut lead times by up to three weeks.

Supply chain manager Paul Lockwood said moving the pick-and-pack functions to south China would speed up deliveries to its 500 worldwide accounts. Previously, all product was distributed via the UK. The move would cut costs by 70%, he added, saving "tens of thousands of pounds".

The facility, operated by Seko Synergies, will enable the brand to supply directly to customers rather than relying on suppliers to tag on the extra service.

"It wasn't the most accurate method because it wasn't the suppliers' key function," said Lockwood. "We need to be 100% accurate. With the extra time in the chain, if something goes wrong we now have time to correct that. And we have the ability to upscale or downscale if we need to."

He said the overhaul meant Criminal would be able to deliver in mid-July rather than August, to avoid clashing with holidays in countries such as Italy.

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