Footasylum Selects AutoStore and THG Fulfil for New Automated Fulfillment System

NEDRE VATS, NORWAY (June 30, 2026) – AutoStore™, the global leader in intelligent fulfillment, announces that Footasylum, one of the UK’s leading retailers of fashion streetwear and sportswear, will deploy a new automated AutoStore system with THG Fulfil, an AutoStore distributor and provider of Software-as-a-Service technology, robotics and operations platforms for global ecommerce.

Partnership Overview

The partnership marks THG Fulfil’s first AutoStore implementation for an external retailer, building on the expertise the business has applied across multiple AutoStore deployments within its own global fulfillment network.

The implementation will see 85 AutoStore R5 robots deployed across more than 96,000 bin locations, with 24 carousel ports and 100% of Footasylum’s live SKU range stored within the AutoStore grid. The project is being delivered within a three-month build program, with first order go-live targeted for September 2026.

“This project shows how AutoStore technology can help fast-moving retailers build scalable, space-efficient fulfillment operations,” says Russell Holmes, Sales Director UK&I at AutoStore. “Together with partners like THG Fulfil, we help customers increase capacity, improve efficiency and support growth without adding unnecessary complexity.”

Enhancing Fulfillment Capabilities

For Footasylum, the implementation marks a step-change in fulfillment capability, deploying a fully automated, goods-to-person model engineered to enhance operational efficiency, optimize space utilization and scale capacity in line with the retailer’s growth ambitions.

“This project shows how AutoStore technology can help fast-moving retailers build scalable, space-efficient fulfillment operations."

Russell Holmes, Sales Director UK&I at AutoStore.

At the heart of the solution will be THG Fulfil’s proprietary SaaS infrastructure, including a Warehouse Control System purpose-built and continuously optimized by THG Fulfil’s in-house development team.

“What will make this partnership different is not just the hardware, it is the software and operational knowledge behind it,” says Tom Killeen, COO, THG Ingenuity. “THG Fulfil has spent two decades obsessing over the end consumer experience as a retailer, and that knowledge is embedded into everything we build. As an AutoStore distributor and integrator, we bring proprietary SaaS infrastructure including a purpose-built WCS, an AI-backed data science function, and a depth of operational experience that compounds in value long after go-live.

“For Footasylum, our Robotics-as-a-Service commercial model removes the traditional barriers to entry for a first major automation project, giving them access to enterprise-grade infrastructure without the capital commitment. With their entire SKU range running through a system purposefully designed around their operation, we are confident the results will speak for themselves.”

“What will make this partnership different is not just the hardware, it is the software and operational knowledge behind it,” says Tom Killeen, COO, THG Ingenuity."

Supporting Long-Term Growth

“As Footasylum continues to grow, we are committed to investing in the infrastructure that will support the business today and long into the future,” says Hannah Mercer, CEO, Footasylum. “Our fulfillment operation is a critical part of that, and this project represents one of the most significant investments we have made in the business in recent times.

“Working closely with THG Fulfil, we have designed a solution tailored to the specific demands of our operation and the increasing breadth of our offer. As our product range expands and the business evolves, it is vital that the infrastructure underpinning it keeps pace.

“This investment gives us a materially more advanced fulfillment platform — one that helps us manage greater complexity, improve the flow of products through the operation and lay the groundwork for the next stage of Footasylum’s development, all while continuing to deliver for our customers.”

Driving Scalable Automation Across Retail

Across industries and regions, AutoStore works with its partners to deliver scalable, high-performance automation solutions for B2B and B2C fulfillment. The Footasylum project is one example of how AutoStore technology supports growth, flexibility and operational efficiency in live retail operations.