Fullers Fulfilment: Pet supply logistics that deliver
Pet Gazette talks to Lilla Horvath, fulfilment services analyst at Fullers Fulfilment, about the history of the company, the work it does with pet care brands and its future vision.
Could you tell us a bit about the history of Fullers Fulfilment?
So, Fullers began in the early 1960s as a family-run business providing logistics services. It has evolved over the last 60 years into an end-to-end multi-channel fulfilment services business with over 250,000 square feet of space across three large warehousing facilities – well-positioned in Berkshire, Hampshire and the Midlands and in close proximity to major road, air and sea shipping links. Still a privately-run company, Fullers Fulfilment now employs more than 350 employees across our sites. We specialise in e-commerce fulfilment and have done so since the online shopping boom over a decade ago. We work across multiple sectors and have strong relationships with brands like Mars Petcare, BMW, Toni & Guy, Essential Foods, Mackle Petfoods. I guess a key part of our role is that we help both UK and international brands scale their businesses through quality and trusted fulfilment, especially for the pet care sector.
What services do you provide to the pet care sector?
Pet care is one of the fastest growing markets in the UK and we help our customers cope and take financial advantage of increasing customer demand which means speedy, quality fulfilment and shipping as you’d expect. In addition, we offer many advanced services such as subscription box fulfilment, reworks and rebranding to support repacking and marketing promotions and over 150 technology integrations including Tik Tok Shop and customised API development; all with the sole aim of helping our customer get the most out of their investment in fulfilment and their brand.
How do your pet care customers benefit from your services?
We have many years of experience in the pet care sector and work with prestigious and well-known pet care brands like James Wellbeloved, Essential Foods and Judge’s Choice. Due to our sustainability credentials, we also attract B Corporation certified and sustainability-conscious pet food brands, like Yarrah. Our experience means we understand the intricacies of fulfilling orders for the pet industry, whether that is directly to the customer (D2C) or to retailers (B2B), making sure we have the right environment to store products, what goes on behind the scenes with our technology that integrates with e-commerce platforms and tracks everything, whilst providing valuable data and analytics for planning, marketing and identifying growth opportunities. Our customers also like the fact they have a dedicated account manager because dealing with friendly humans rather than AI bots is much nicer!
What does customer success look like at Fullers?
Our approach has always been relationship focused. We see our customers as partners and the advice and services we deliver are based on that principle. It’s not just about fulfilling orders, it’s about how we can support them in their more strategic plans – like expansion, moving into new markets, moving to more sustainable options, as I mentioned earlier. Each client has a dedicated account manager, and depending on size, may have dedicated or customised warehouse space, and a dedicated warehouse team. On the technology side, we monitor the entire order process from start to finish and address any issues as soon as they arise. Our warehouse management system (WMS) keeps track of everything, integrates with our clients’ technology and provides us with the tools to keep everything running smoothly and ensures we reach our monthly KPIs that we have in place for all clients and meet our SLAs.
Where do you see Fullers in the next five years?
We are on a good growth trajectory and have been expanding our client base over the last few years – especially larger brands with 1,000+ orders each month. This is where we really add our value, being able to handle that volume with our modern fulfilment centres, our expert staff and our technology. We are also likely to see more international brands using our services as that has been a trend over the last few years and possibly opening another site or two depending on the rate of that growth.
