Case Study

INTERSPORT Hits Important Milestone with Shuttle Expansion as Part of Overall Logistics Strategy

About INTERSPORT

Since 1968, INTERSPORT has been one of the largest and best-known brands in the global sports retail sector. With over 5,300 sports stores in 42 countries, it is one of the world’s largest sports retail organizations. Its success is rooted in Germany: INTERSPORT Germany eG was founded in 1956 and is based in Heilbronn. With around 1,400 specialist stores and 700 members, the sports retail association has been the number one in sports retail for almost 70 years.

INTERSPORT Germany warehouse conveyor system

The project

INTERSPORT Germany partnered with FORTNA to successfully design and implement the expansion of its fully automated shuttle high-bay warehouse at its Heilbronn site: 27 meters high and some 100 meters long, two additional aisles with 40,000 storage locations, new conveyor technology and modernized, fully automated shuttle picking stations all bring enhanced capacity, speed and flexibility. The go-live took place in September 2025. The project, which was implemented by FORTNA, impressively demonstrates how well-planned logistics can lay the foundation for future-proof business development.

In order to achieve our goal of increasing efficiency and thus profitability for retailers while at the same time supporting our growth strategy in a forward-looking and flexible manner, logistics has to do way more than just move goods around: it has to be the backbone of our company. With this step, we empower our operations to be omnichannel-capable, meaning, we can manage B2B and B2C efficiently and in line with demand from a single location.

Thomas Storck

Vice Chairman of the Board and CFO at INTERSPORT Germany eG

The solution

The current expansion is a forward-looking plan and reflects a clear strategy: to build an automated, high-performance omnichannel platform that supplies customers, retailers and partners efficiently and drives the company’s ongoing growth. The building concept, together with the use of system components, was planned in such a way that it could be used to its full potential in the final phase of expansion. One particular challenge was that all modification work, software customization and additions had to be carried out during ongoing operations.

The current expansion phase has a direct impact on our strategic goals. It makes us resilient in times of turbulent global supply chains.

Jürgen Beier

Head of Logistics and Supply Chain at INTERSPORT Germany eG

INTERSPORT Germany goods-to-person workstation

Forward planning pays off

An ever-expanding product range, increasing quantities and the mounting complexity of distribution all mean that the INTERSPORT central warehouse in Heilbronn has had to keep pace with growing demands. What’s more, INTERSPORT Germany eG has set itself the goal of increasing the efficiency of its services and thus achieving greater economic efficiency for retailers. To do all this requires a modern and scalable logistics infrastructure that enables this flexibility.

Image: Automated shuttle picking stations for maximum efficiency.

FORTNA's solution is based on a complex, multi-phase intralogistics concept that we developed more than seven years ago. The individual expansion phases, including their seamless integration, were already factored into the original planning.

Hubertus Dieckmann

Managing Director Germany and Solution Design Team Lead International at FORTNA

The overall project is the largest single investment in the history of the INTERSPORT group and was divided into several phases:

Phase 1: Expansion of the logistics area by 10,000 m². Construction of a new high-bay warehouse (6,000 m², 36 m high), connection to existing logistics facilities, and installation of new picking areas.
Phase 2: Automation of replenishment and picking. Installation of conveyor technology and shuttle vehicles in a new fast-moving goods zone. Integration with ERP system and warehouse management system (WMS).
Phase 3: Installation of an automatic high-bay carton warehouse with six aisles (one storage and retrieval machine per aisle) and a shuttle warehouse with two aisles (37 shuttle vehicles per aisle). Addition of 160,000 extra storage bins.

Image (from left to right): The INTERSPORT Germany project team partners with FORTNA to drive the continuous optimization of warehouse operations: Julian Hauff, Project and Process Management Logistics, Eduard Bleile, Head of Project and Process Management Logistics, Stefan-Marcel Schlepp, Head of Intralogistics, and Jürgen Beier, Head of Logistics and Supply Chain.

INTERSPORT Germany shuttle system rack view

Phase 4: Full automation of incoming goods. Introduction of OCR camera systems and telescopic conveyors.

Phase 5: Modernization of order picking and outgoing goods. Implementation of new shuttle picking stations and introduction of pick-by-light technologies, automatic carton erectors, fast packing stations, and strapping machines.

Phase 6: Full expansion of the shuttle high-bay warehouse by two additional aisles with shuttle vehicles and expansion of the shuttle picking stations.

Images (on the left and below): INTERSPORT Germany is preparing for the future with a highly automated logistics solution.

INTERSPORT Germany illuminated shuttle system

These changes have really boosted efficiency and taken logistics to a whole new level. Here is a quick look at all the benefits:

Increased storage capacity: more items and a wider range for affiliated retailers
High degree of automation: seamless processing of rapidly changing e-Commerce traffic and consistently high processing speeds
High cost effectiveness: significant improvement in productivity and efficiency throughout the supply chain
Faster throughput of assortments and thus, faster on-site availability
Direct impact on customer satisfaction: fast, reliable, flexible and scalable fulfillment

Thanks to FORTNA, our long-term partner and advisor, we have been able to successfully implement our ambitious plans. The results we have achieved and the professional execution of our projects set new standards in our industry.

Jürgen Beier

Head of Logistics and Supply Chain at INTERSPORT Germany eG

“BEST IN SPORTS: UP FOR FUTURE” as the corporate strategy of INTERSPORT Germany

BEST IN SPORTS: UP FOR FUTURE is the holistic approach on which the corporate strategy of INTERSPORT Germany is based. Among other things, it pursues a consistent focus on efficient brick-and-mortar retail in close conjunction with professional e-Commerce and omnichannel services. The effects: consolidation and expansion of the core business in order to offer retailers and industry partners more services while driving forward the development of new business models. BEST IN SPORTS comprises the following core areas:

Large, competent retailer network
Wide range of exclusive products and six own brands
Comprehensive service portfolio in the German sports retail sector
Local shopping experience with a versatile digital shopping experience

The result of the successfully completed project phases is a high-performance, scalable, and extremely customer-oriented intralogistics system. Our solution ensures efficient fulfillment and secures INTERSPORT Germany’s long-term competitiveness.

Hubertus Dieckmann

Managing Director Germany and Solution Design Team Lead International at FORTNA

Publication in Logistik HEUTE magazine

Based on this case study, the German logistics magazine Logistik HEUTE exclusively published an article in their October 2025 issue.

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Images: INTERSPORT Germany eG

Published/Updated 11/12/25