Hobbii Scales Global Fulfillment with AutoStore

Hobbii, the Danish e-commerce company known for high-quality yarn at accessible prices, has transformed its fulfillment operations in Greve with an AutoStore system designed for speed, control, and scalable growth, empowered by Element Logic.

From this site, Hobbii ships to customers in more than 80 countries through 15 localized webshops. What began as a small warehouse with a crew of around twenty people has developed into a high-performance distribution center operating 24 hours during peak periods.

As international order volumes increased, the operation required faster order completion, better sequencing control, and a system capable of scaling without interrupting daily performance.

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The Challenge: Scaling global e-commerce at speed

Before automation, Hobbii operated a fully manual warehouse. Picking and packing were separate processes, and manual batch picking made order sequencing complex, especially when prioritizing carrier pickup windows.

“We are picking the right order at the right time, which was troublesome in manual batch picking,” says Andreas Blixt, Operations Manager at Hobbii, describing the challenges of the previous setup.

As international demand accelerated, limitations became clear:

• Increasing order volumes across 80 countries
• Pressure to meet early carrier departures
• High walking distances
• Complex batch management
• Growing SKU density within limited space

Manual processes were no longer fast enough to support global growth at the required service level.

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In global e-commerce, fulfillment speed directly affects delivery performance. Faster completion means earlier dispatch, which shortens delivery times and strengthens customer satisfaction.

“We were looking for the perfect solution for almost a year before deciding on AutoStore,” says Andreas Blixt. During that period, Hobbii evaluated shuttle systems and other automation technologies before selecting AutoStore as the solution capable of supporting higher sustained throughput.

Hobbii needed a system that could:

• Maintain high picking quality at higher speed
• Prioritize the right orders for the next pickup
• Scale capacity without interrupting live operations
• Support peak periods with 24 hour performance

The Solution: AutoStore as the engine of high-speed fulfillment

Hobbii selected AutoStore as the core automation platform for its Greve distribution center, with the solution empowered by Element Logic’s integration and project management expertise.

The Goods-to-Person system stores inventory in a compact Grid. Robots retrieve Bins and deliver them directly to Ports operated by warehouse staff. Travel time is eliminated and order flow becomes controlled and predictable.

Picking and packing were consolidated into one streamlined workflow, increasing order completion speed while reducing handling steps.

“The system is very intuitive and easy to learn, making it easier to find personnel who enjoy working in our warehouse without running fatigue,” says Andreas Blixt.

The modular architecture was another decisive factor.

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How the System Works

The AutoStore installation in Greve includes:

• 116 R5+ Robots
• 8 CarouselPorts
• 4 RelayPorts
• 4 ConveyorPorts

Robots operate continuously on top of the Grid, retrieving Bins stored vertically to maximize cubic storage density. Every SKU is immediately accessible. Ports are configured to balance ergonomic stability with high bin presentation speed.

The combination of CarouselPorts and RelayPorts enables rapid bin flow, supporting both daily throughput and peak demand surges.

The system also enables dynamic prioritization of orders to align with carrier pickups.

“What we experience is that we can deliver to the first pickup from our warehouse, enabling very high service to our customers,” says Andreas Blixt, Operations Manager at Hobbii.

By gaining tighter control over order sequencing and completion timing, the warehouse consistently meets early carrier cut-offs. Shorter completion times translate directly into earlier departures and improved delivery performance across more than 80 countries.

The Benefits of the AutoStore System

With AutoStore, Hobbii operates a fulfillment setup capable of processing significant daily volumes while maintaining control over order timing and quality.

With the existing configuration, the system supports:

• Up to 16,500 orders within 24 hours
• 800 to 1,000 orders per hour during peak periods
• Nearly 70,000 picks completed in a single day
• Consistent alignment with early carrier departures

This level of sustained speed and processing capacity allows Hobbii to manage both daily flow and seasonal demand without compromising service levels.

The combination of goods-to-person efficiency and prioritized order sequencing means throughput is not only high, but controlled. Orders move through the system with predictable timing, enabling earlier dispatch and shorter delivery times across more than 80 international markets.

From a manual operation with twenty employees to a 24-hour peak operation supported by 116 robots, the Greve facility now handles substantial e-commerce volume with stability and consistency.

Higher processing speed has been achieved alongside improved quality and working conditions, supporting both operational performance and workforce sustainability.

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A Platform Built for Continued Acceleration

AutoStore’s modular architecture allows Robots and Ports to be added without interrupting live operations. Hobbii has already expanded the system since its initial implementation, increasing throughput capacity in line with business growth.

As order volumes continue to develop across more than 80 international markets, the Greve facility operates as a performance-driven fulfillment platform designed to sustain strong daily output and adapt to peak demand.

With scalable automation at its core, the site supports consistent processing speed, controlled order flow, and the flexibility to increase capacity as requirements evolve.

Project Specifications

Installation type: Greenfield, (new site)
Location: Greve, Denmark
Robots: 116 R5+ Robots
Ports: 8 CarouselPorts, 4 RelayPorts, 4 ConveyorPorts
Partner: Element Logic