Poland’s position at the heart of Europe is increasingly making it a focal point for investment in logistics, e-commerce and warehouse automation. In a new interview with Poland Today, Logistics Business Editor Peter MacLeod discusses the forces shaping the country’s rapidly developing logistics sector.
From the continued growth of e-commerce to changing international trade flows, Poland has emerged as an increasingly important link between European markets and the wider global supply chain. Its location, expanding logistics infrastructure and growing warehousing market have helped attract investment from retailers, manufacturers, logistics operators and technology providers.
One particularly significant influence is China. Chinese businesses are taking an increasingly active role in European logistics, while technology developed by Chinese automation and robotics companies is becoming a more familiar sight inside warehouses and fulfilment centres across the continent.
During the conversation, MacLeod explores the development of robotics and warehouse automation, drawing on his experience covering logistics technology and visiting operations, manufacturers and industry events around the world. As businesses face pressure to increase throughput, make better use of warehouse space and respond to changing labour markets, automation is becoming an increasingly important part of the discussion.
The interview also considers the extraordinary influence of e-commerce on logistics. Consumer expectations around choice, availability and delivery speed have transformed fulfilment requirements, creating demand for more sophisticated distribution networks and increasingly flexible warehouse technology.
For Poland, the combination of its geographic position, growing logistics infrastructure, e-commerce market and proximity to major European economies presents a significant opportunity. As global supply chains continue to evolve, the country could play an even greater role in connecting international trade, technology and European distribution.
Watch the full Poland Today interview with Logistics Business Editor Peter MacLeod below.
Artificial intelligence is becoming one of the biggest talking points in logistics, with technology providers promising smarter decision-making, greater efficiency and increasingly autonomous warehouse operations.
But there is a fundamental problem: AI can only make good decisions if the data behind those decisions accurately reflects what is happening on the warehouse floor.
In the latest episode of Logistics Business Conversations, host Peter MacLeod is joined by Oana Jinga, Chief Commercial and Product Officer atDexory, to explore why accurate physical data could be the missing ingredient in many warehouse AI strategies.
The discussion looks at the gap that can exist between what a Warehouse Management System says is happening and the physical reality inside the building. Jinga explains that warehouse data accuracy can sometimes be significantly lower than operators believe, creating problems that can ripple through picking, fulfilment, productivity and customer service.
Inventory accuracy is only part of the picture. Effective AI also needs to understand the physical environment around the stock — including warehouse space, rack structures, movement, machinery and the shape and size of goods. It is this combination of digital and physical information that is helping drive the development of Physical AI in logistics.
The episode also explores whether AI could eventually capture the instinctive knowledge of experienced warehouse managers. While technology is becoming increasingly capable of analysing complex datasets and making recommendations, Jinga argues that human experience and operational understanding still have an important role to play.
There are significant commercial implications too. Even relatively small inventory inaccuracies can result in wasted picking time, stock investigations, incomplete orders and disrupted production. Jinga discusses how improving and continuously maintaining inventory accuracy can therefore affect not only productivity, but also wider KPIs, customer service and profitability.
Looking ahead, the conversation considers how increasingly connected data, robotics and AI could create warehouses that are not simply more automated, but far better informed — enabling faster and increasingly sophisticated operational decisions.
Ultimately, however, the message is not to adopt technology simply because it is available. Businesses should first identify the operational problems they need to solve, understand the quality of the data they already have and then find the technology capable of addressing those challenges.
Listen to the full episode of Logistics Business Conversations below to discover why the future of warehouse AI may depend on getting the basics right first.
Will we soon see humanoid robots operating in UK and European warehouses? Russell Hutchinson (pictured, below), business development manager at Daifuku is not totally convinced.
Back in 1985, Roger Smith, chairman and CEO of General Motors, had a lightbulb moment. What if the American car giant, under increasing pressure from its more efficient Japanese competition, adopted emerging technology to slash costs and regain leadership in the market? Inspired by what new automation could do, he exclaimed, “Do you know what really impresses me? I saw a robot pick up an egg!”.
Within just a couple of years, the experiment in automation was over. Research suggests that from 1985 to 1991, when it was introducing significant levels of robotics into its factories, GM’s productivity continued to lag significantly behind that of main rival Toyota. Stories of robots welding doors shut and painting cars the wrong colour were well documented at the company’s new ‘lights out’ operations. GM had reportedly spent $90bn on automation that just didn’t work. By 1995, the corporation pulled the plug on this sobering chapter in its history.
The humanoids are here
Fast forward to 2026 and we are seeing similar interest with humanoid automation. The internet is awash with examples of clever robots chasing wild boars down a street in Poland; beating a world ranking Chinese player at table tennis or winning a marathon. Similarly, Tesla’s development of its Optimus 3 factory robots has generated huge amounts of media attention with Elon Musk saying the technology will be ‘transformative’.
However, will the excitement and anticipation surrounding humanoid robotics translate into practical warehouse solutions? It’s still too early to say. Nevertheless, there will doubtless be niche operations that will benefit from this type of automation.
The challenges we’re facing
Look at any modern warehouse and you see the same challenges: more orders, increased order complexity, huge numbers of SKUs and far less time to dispatch goods. At the same time, customer behaviour has become harder to predict. Order patterns now produce sharper spikes with fewer warnings, especially in facilities shared between multiple vendors such as 3PL operations, multi-tenant warehouses or Amazon-type fulfilment environments. Facilities that appear manageable one hour can suddenly face a surge of orders that must be processed immediately.
In this kind of environment, flexibility is no longer a nice-to-have. It is essential. Human labour remains the most adaptable resource in the warehouse. People can respond to shifting priorities, changing order profiles and unexpected workflow changes far more easily than any automation system available today. But that flexibility comes with limits. Human-based operations are difficult to scale quickly, and performance is rarely consistent. Throughput depends heavily on operator efficiency, which means planned capacity is not always achieved in practice.
Traditional conveyor systems present the opposite trade-off. They deliver predictability and stable output, but they do so at a fixed rate and cannot easily flex when demand suddenly spikes.
Some look at humanoid robots as the next step but replacing labour altogether with such technology is not yet a practical answer either. These robots remain expensive and, in most warehouse environments, are still largely unproven.
The lesson here is clear: we should not avoid innovation, but we should be wary of confusing novelty with readiness. Perhaps we need to keep the lessons of the past in mind and resist getting swept along by the excitement of the ‘shiny new toy’ as GM’s Roger Smith did back in the eighties.
Operational elasticity
For fulfilment operations, the real challenge is no longer basic automation, but operational elasticity and built-in redundancy; the ability to expand and contract capacity in response to volatile demand without fixed infrastructure. And this needs to be achieved while avoiding single points of failure.
Given the current rate of technological change, it might be tempting to conclude that humanoid robotics are where it’s at, but our practical experience suggests otherwise. Granted, humanoids will no doubt play a role in the warehouse of tomorrow, but what’s really needed is a solid middle ground, where proven, highly efficient technology delivers the commercial requirement. It’s all about evolution, not revolution.
Responding to demand volatility
One way to address this challenge is to move away from fixed, continuously running systems and toward a model where capacity can adjust dynamically. Daifuku’s SOTR-S is designed with this objective in mind. In retail and e-commerce fulfilment, much of the complexity comes at the piece level. Batch picking is widely used, where the same SKUs required by multiple orders are picked together in a single pass, then sorted and consolidated.
The SOTR-S supports this stage by using a fleet of mobile robots to transport individual items between process points. Operators place picked items onto the robots, which then carry them to their assigned destinations. Unlike traditional sorters, each robot stops for item placement, removing the need for operators to aim at a moving target. This reduces stress and makes the process more controlled and consistent.
Each robot receives its destination from the warehouse control system via an RTC (robot traffic controller), which dynamically assigns tasks and routes. Vehicles operate independently, but are centrally coordinated, allowing the system to continuously adjust to current workload conditions.
A new operating model
By replacing fixed flow with mobile, task-based movement, the SOTR-S introduces the flexibility and real-time adaptability that traditional systems lack.
This difference in design leads directly to a new operating model. With traditional conveyors and sorters, as discussed earlier, systems must be in place regardless of whether they handle peak volumes or minimal flow. While well-designed conveying systems minimize runtime by stopping conveyor zones one by one to avoid unnecessary movement and electrical consumption, some residual and unavoidable inefficient energy use, along with mechanical wear, still remains even when throughput is limited. The SOTR-S allows capacity to follow demand. Because each robot operates independently, fleet activity is continuously aligned with actual throughput requirements. In practice, only the vehicles required at a given moment are moving, based on real-time workload. This intelligent, task-based control minimizes unnecessary robot movement, leading to optimized energy use and more efficient utilization of equipment. In addition, during extended off-peak periods, such as the months following the Black Friday and holiday season, part of the fleet can be taken offline, further improving overall efficiency.
As a result, the SOTR-S enables a more efficient operating model in which energy consumption and equipment usage are closely tied to actual workload, rather than fixed system capacity.
Sweat the asset
This distributed, multi robot operating structure also transforms system resilience. In traditional systems, a single failure can disrupt the entire operation. When a sorter stops, everything stops. With the SOTR-S, loads are distributed across multiple robots and alternative routes. Failures are therefore localised: if one robot stops, only the load on that vehicle is affected while the rest of the system continues to operate.
The same principle applies not only to unexpected failures, but also to routine maintenance. Individual robots can be taken offline as needed, allowing maintenance to be performed without interrupting the system.
This built in resilience, achieved by isolating impact at the robot level, allows the SOTR-S to maintain continuous operation during both failures and maintenance. As a result, system uptime increases and assets are used more efficiently and predictably.
Focus on automation performance
The SOTR S enables a demand driven operating model in which capacity, energy use, and system availability adjust continuously to actual workload. Throughput can be matched precisely to actual demand, allowing the system to adapt to volume fluctuations without carrying unnecessary cost. At the same time, because there is no single point of failure, the system continues to run even if one unit stops. The result is a model where resources are used only when they contribute to processing, ensuring efficient performance without waste.
Humanoid robots will no doubt find a place within the warehouse fulfilment environment over the next few years. However, I suspect we may see several examples of rapid deployment – followed by withdrawal – before that day comes.
A £35m+ skincare business run by a team of just 18 has revealed how a nearly 20-year third-party logistics partnership with Europa Worldwide Group has helped it scale distribution to major UK retailers and expand across Europe.
ET Browne UK is the business behind the globally recognised Palmer’s skincare brand, importing and distributing more than 100 products across the UK and Europe.
Palmer’s is stocked by the UK’s largest retailers, including Boots, Tesco, Superdrug and Sainsbury’s, and serves customers across European markets, including Poland, the Netherlands and Germany. Its success comes as the UK Beauty & Personal Care market continues to expand, with revenue projected to reach US$17.87bn in 2026.
Within this competitive market, ET Browne has built a £35m+ operation by combining a strong retail presence and growing product portfolio with a logistics infrastructure capable of supporting it, building a resilient supply chain that has facilitated growth and expansion across Europe.
As Finance Director Errol Thomas puts it: “We’ve built a business that consistently performs beyond its size.” Helping achieve this has been its successful partnership of nearly 20 years with Europa Warehouse in Dartford (Kent), the specialist third-party logistics division of independent logistics provider Europa Worldwide Group.
The collaboration has provided the warehousing capacity, operational resources and flexibility needed to support ET Browne as it has increased sales, expanded its retail distribution and entered new European markets.
Scaling a Complex Retail Operation
ET Browne’s products are imported from the United States before being distributed to more than 100 retail distribution centres and wholesalers in the UK, as well as customers in Poland, the Netherlands, Germany and other European countries.
Managing between five and ten consignments every day, from single-pallet shipments to full trailer loads, means balancing seasonal demand, fluctuating shipping schedules and strict retail delivery windows, all while continuing to introduce new products and expand across Europe.
Doubling in Size
Over the past 15 years, ET Browne has doubled its sales. As demand for Palmer’s products has increased, the logistics operation has expanded with it, providing additional warehouse capacity, operational resources and flexibility. Growth has brought new opportunities for ET Browne, but it has also increased the complexity of its logistics operation. Growth has not always been predictable. Delayed containers, changing import schedules and rising order volumes have required the operation to respond quickly, often at short notice.
But the partnership with Europa has also helped ET Browne navigate major changes affecting UK and European supply chains, including Brexit and new French VAT requirements.
As ET Browne’s dynamic requirements have evolved, both companies have worked closely together to anticipate additional capacity and resource needs before they impact customers. This approach has enabled ET Browne to continue increasing sales and expanding distribution, confident that its logistics operation can scale alongside the business.
Logistics Team Supporting Retail Success
Day-to-day operations between ET Browne and Europa depend on close communication, shared knowledge and the confidence that both teams are working towards the same goal: ensuring Palmer’s products reach retailers and customers accurately and on time.
ET Browne continues to expand its product portfolio and grow across established and emerging UK and European markets. Its latest successes include the Palmer’s Tahitian Vanilla Range, which is its fastest-growing product, by both value and units sold.
For Ryan Woor, Managing Director, UK & Europe at ET Browne, strengthening the infrastructure has been essential. Ryan said:
“Over the past two decades, ET Browne UK has grown significantly, expanding Palmer’s presence across major UK retailers and into European markets. That growth has required us to continually strengthen the infrastructure behind the brand, and Europa has been an important partner throughout that journey. As we look ahead, our ambition is to accelerate Palmer’s growth across the UK and Europe, broaden our product portfolio and build even stronger relationships with our retail and distribution partners. To achieve that, we need a logistics operation that is resilient, agile and capable of scaling with us. Our long-standing partnership with Europa gives us confidence that we have the operational platform to support the next stage of our growth.”
The partnership with Europa has adapted to ET Browne’s changing requirements, from increasing warehouse capacity and accommodating fluctuating import volumes to supporting the company through Brexit and continued expansion.
For Dionne Redpath, Chief Operating Officer at Europa Warehouse, the partnership demonstrates how an effective 3PL relationship can give a growing brand access to the infrastructure and expertise it needs without a substantial in-house logistics operation.
“ET Browne is a great example of a successful, fast-growing consumer brand that needs agility, reliability and smart supply chain solutions from its logistics partner. This collaboration reflects the strength of cooperation built on expertise and trust, using Europa’s understanding of the continual changes and complexities in today’s supply chain. We’re proud to be supporting ET Browne as it continues to expand, strengthen its retail distribution and bring Palmer’s products to more consumers across the UK and Europe.”
The partnership with Europa has helped ET Browne build a logistics platform capable of supporting a £35m+ business, major retail contracts and the continued expansion across the UK and Europe.
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