Betzold Improves e-Commerce Capacity with Automation | FORTNA

Case Study

Arnulf Betzold GmbH Increases e-Commerce Capacities with Automated Carton Warehouse  

Shipping structure and customer requirements evolve

Arnulf Betzold GmbH (Betzold), the market leader in the DACH region for teaching and learning materials, partnered with FORTNA on the planning and implementation of a fully automated carton warehouse as part of an ongoing expansion initiative for their existing intralogistics. The concept consists of four aisles, 80,000 storage locations, new automated in- and outgoing goods processes, integration of a new warehouse control system (WCS), and conveyor technology to connect to inventory logistics. The state-of-the-art system was launched in May 2025 and is capable of handling 520 double cycles per hour. 

About Betzold

Arnulf Betzold GmbH, headquartered in Ellwangen, Southern Germany, is a family-owned company and leading supplier of teaching and learning materials. Since its founding in 1970, Betzold has built a strong reputation as a reliable partner for schools, kindergartens and other educators. With a broad product portfolio ranging from classroom equipment to digital learning solutions, Betzold has developed into an innovative, internationally active e-Commerce company.

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FORTNA has provided us with expert advice on our ongoing automation strategy for many years and has once again developed a concept for our logistics operations that uses modern technology to deliver both greater capacity in the warehouse and dynamic processing.

Ulrich Betzold

Managing Director at Arnulf Betzold GmbH

Betzold automated carton warehouse conveyor technology

The project

The latest automation project is Betzold’s response to changing customer demands and evolving order structures. A steady increase of incoming orders and a modified consignment structure meant that Betzold needed to take action. Ongoing growth in e-Commerce and subsequent development towards a wider product range have led to increased access frequency and more deliveries of smaller shipments with fewer boxes. The inventory system, shuttle warehouse and replenishment from Betzold’s high-bay warehouse (HBW) would no longer be able to meet this changing demand in the long term.

The highly experienced FORTNA team has worked with the talented Betzold team to continually look ahead to identify the potential next steps in logistics expansion so that the company is well positioned to react swiftly to order processing parameters in an ever-changing market. FORTNA developed an intralogistics concept to increase performance levels by integrating innovative software and modern technologies, maximizing both long-term efficiency and flexibility for changing needs in e-Commerce. 

Betzold incoming goods carton conveyor technology

The solution

The new intralogistics solution includes the construction of a fully automated carton warehouse with 80,000 storage locations, which was added to the existing shuttle warehouse. The newly designed incoming goods area was fully automated. Before entering the carton storage pre-zone, classification is analyzed by volume and weight. Only cartons that need to be processed manually due to their size or weight are ejected—the rest can be put into storage automatically.

All mail-order cartons are automatically labeled in machine-readable form and captured in real-time by highly sensitive OCR vision technology with AI-supported error correction. An intelligent camera sensor system recognizes the many variations in label design and automatically converts any discrepancies to the required standard. 

Betzold automated storage and retrieval system (AS/RS)

Innovative software increases performance and flexibility

Conveyor technology then guides the cartons directly to storage in the automated carton warehouse or to the container filling station, which automatically supplies the neighboring shuttle warehouse. The remaining items are initially stored on pallets in the reserve HBW.  As soon as items in the automatic carton warehouse need to be restocked, replenishment is requested from the reserve HBW.  A newly introduced WCS is used to manage the material flow, including storage location selection. The warehouse control system classifies cartons according to their dimensions and sends feedback to the warehouse management system (WMS) regarding their status, target aisle and storage location within the automated carton warehouse. For goods retrieval, the WMS transfers the order to the WCS, which summarizes individual orders in batches and forwards the required target coordinates to the storage and retrieval machines, prioritizing them accordingly, and thereby achieving the highest possible level of workload fulfillment.  

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With up to 520 storage and retrieval operations per hour, our new system delivers a significant performance boost. In close consultation with FORTNA, we are already looking at future automation and robotic solutions to optimize the internal material flow so that we can stay competitive in the long term and ensure flexibility and scalability.

Ulrich Betzold

Managing Director at Arnulf Betzold GmbH

FORTNA Can Help

Is your operation looking to increase its standards of excellence while maximizing long-term efficiency and agility to keep pace with the shifting demands of e-Commerce business? FORTNA can help your organization reach these goals by providing solid expertise, a holistic approach and best-fit solutions, powered by automation, software and robotics.

Published 8/20/25

Images: Arnulf Betzold GmbH