December 2013 | Sponsored | Above & Beyond

Plugging Multiple Brands Into Multiple Channels

Tags: 3PL, Supply Chain Management, Customer Service

Geodis Wilson helps integrated design technology company Dana Innovations expand its international supply chain.

THE CUSTOMER: Dana Innovations, San Clemente, California

Dana Innovations is the parent company of Sonance, iPort, and TRUFIG. Founded in 1982 by Scott Struthers and Geoff Spencer—who introduced the world's first in-wall loudspeaker system to the consumer electronics market—Dana Innovations brands are now distributed in more than 50 countries around the world.


THE PARTNER: Geodis Wilson, Iselin, New Jersey (N.A. HQ)

With 7,300 employees in more than 50 countries, Geodis Wilson is one of the world's largest freight forwarders and 3PLs, building partnerships and serving customers with integrated supply chain solutions that deliver cargo by air, ocean, and ground worldwide.


When Hamaad Akmal joined Dana Innovations as director of operations in 2008, he was tasked with a considerable challenge: designing a supply chain that would deliver its three brands (Sonance, iPort, and TRUFIG) into multiple channels. Success brought with it significant gains—the company has experienced double-digit growth coming out of the recession. In order to support expansion internationally, Dana needed to enhance its global supply chain.

"We wanted a logistics partner with experts on the ground in the countries we are in, as well as in the countries and regions we were thinking about for the future," says Akmal.

Dana Innovations selected Geodis Wilson from among approximately 15 other companies that responded to its RFP. "Geodis has a very strong presence globally, and we got a lot of personal touch and attention from them," Akmal says.

Since then, the two companies have cemented a relationship that is allowing Dana to achieve its international supply chain goals. "Today, it feels as if there is no distance between the two companies," says Akmal. "My customers can call anyone at Geodis Wilson and get the answers they are looking for. Our two companies work seamlessly as a team."

Recently, Dana Innovations needed to air ship a rush order from Hong Kong to a customer in the United States. Dana pushed the production cut-off back a few days, resulting in Geodis Wilson losing pre-booked air space.

When the shipment was ready, Dana turned to Geodis Wilson to help land the product at the customer site on time. Geodis Wilson's team in Hong Kong and Los Angeles coordinated and monitored the high-value shipment from the factory all the way to delivery, providing hourly updates and ultimately delivering on schedule.

"Normally, the move would not have happened, because many steps are involved to rebook and coordinate our shipments. But the local teams in Hong Kong and Los Angeles moved every mountain possible, and delivered the product on time," says Akmal. "The customer was happy, and Geodis Wilson came through without making a big deal of it. This proved that Geodis Wilson is an extension of Dana—and if a hiccup occurs, it just gets handled."