From logistical complexity to scalable growth at Flamingo

Flamingo has been an international supplier of pet products for nearly 50 years. With more than 10,000 accessories and snacks, customers in over 60 countries, and 24-hour delivery across the Benelux, France, and Germany, the company maintains consistently high service standards. In recent years, Flamingo has experienced strong growth, both organically and through acquisitions, significantly increasing logistics and supply-chain complexity.

The challenge: growing without losing control

Since 2017, Flamingo has tripled its workforce and grown revenues to nearly €60 million, with the ambition to reach €100 million. With 70-80% sourcing in Southeast Asia, long lead times, more than 10,000 SKUs and a continuous influx of new products, the organically developed supply chain came under increasing pressure. At the same time, maintaining a service level of at least 95% remained a non-negotiable requirement.

“To meet our growth ambitions without sacrificing service, we needed a much stronger logistics and supply-chain base.”

Guy Toremans, CEO Flamingo

From optimization to fundamental redesign

Flamingo recognised that incremental improvements alone would not be sufficient. To enable further growth without sacrificing service and control, a fundamental redesign of the logistics and supply-chain architecture was required.

Together with valueXstream, a strategic blueprint was developed for a scalable supply chain. The blueprint formed the foundation for concrete decisions on a purpose-built warehouse environment, more efficient order-picking methods, optimised logistics flows, and new ways of working that structurally enable scalability.

Design for logistics: efficiency and sustainability

Sustainability was integrated into the logistics design from the beginning. By better aligning product and packaging dimensions with pallet and transport logic, Flamingo reduced transport movements, costs and carbon footprint. As a result, sustainability became an integral part of operational efficiency rather than a standalone initiative.

“For us, sustainability is not a separate project, but a logical consequence of well thought-out logistics.“
Guy Toremans, CEO Flamingo

Results: control, reliability and scalability

Today, despite the exceptional complexity of its assortment and international sourcing, Flamingo achieves consistent delivery reliability above 95%, with peaks of up to 98%. Improved forecasting and inventory planning provide more control over seasonal fluctuations and product introductions. The new logistics setup is also designed to smoothly support additional employees, volumes and future acquisitions.

“While many players today struggle to reach 90%, we consistently perform above 95%, and even reach 98%.“
Guy Toremans, CEO Flamingo

Looking ahead

With the recent acquisition of a Chinese company, Flamingo can now source directly from specialized factories without an export license. This move lowers costs, reduces reliance on brokering and further strengthens supply chain control. Thanks to its solid logistical base, Flamingo can begin its next phase of growth with confidence.