Case Study: MJ Bale & Williams – A Strategic Fashion Logistics Partnership
Company overview
M.J. Bale is a premium menswear brand founded in Australia approximately 15 years ago by Matt Jensen. The company has since expanded to approximately 80 locations nationwide to become a significant player in the Australian fashion market. M.J. Bale now employs about 400 people and has doubled its revenue turnover since 2018 to now generate over $100 million annually.
The challenge
M.J. Bale decided several years ago that it needed a true partner in logistics if it was to reach its business potential. M.J. Bale’s previous 3PL provider didn’t have enough hanging capacity for its growing stock levels, nor did it offer the up-to-date automation and robotics needed to process orders efficiently and accurately.
The company was forced to reassess its logistics strategy during the COVID-19 pandemic and, after careful consideration, was won over by the proposition that Williams Logistics put forward to assist M.J. Bale’s plans for growth.
The solution
Rainbow Savvas, M.J. Bale Chief Operating Officer, says M.J. Bale’s decision to partner with Williams was based on Williams’ understanding of the fashion sector, the company’s proven experience in serving their customers and its impressive warehouse facilities.
“Williams offers dedicated facilities for hanging garments, which is a crucial requirement for our business” Savvas says. “And the Williams team has a deep knowledge of the fashion industry and the specific needs of apparel logistics.”
Savvas says she sees Williams as more like a logistics solutions provider and a value creation partner than a simple provider of logistics services.
“I'm actually surprised by William's understanding of their role,” Savvas explains.
“They make their service very personal. When they look at problems, they don’t look at them as an issue between the customer and the supplier. Rather, they ask themselves how they can serve M.J. Bale’s customers better.”
‘Before’ Williams and ‘after’
What’s clear is the extent to which Williams has been instrumental in enabling M.J. Bale’s growth. Having expanded their locations from 9 to 45, M.J. Bale was with an alternative 3PL provider that closed its operations. Since deciding to partner with Williams, M.J. Bale has expanded its operations to 80 stores.
Along the way, Williams has adapted its warehouse to accommodate M.J. Bale’s growth (including adding more hanging rail facilities) and improved the retailer’s operational efficiency with faster speed-to-market, better inventory control and enhanced stock accuracy.
Results and benefits
Savvas says the introduction of a cross-docking system for M.J. Bale’s flat-packed products offers a clear example of the improved logistics efficiencies offered by Williams. The new system allows Williams to receive products in bulk and ship them direct to stores, thus minimising storage needs and speeding up delivery times.
“We estimate that M.J. Bale has saved approximately $200,000 annually as a result of this improved pick-and-pack process”
Williams’ customer service offering and visionary thinking set them apart from other 3PL providers, according to Savvas.
“They're absolutely beautiful people and I regard them as industry leaders,” she says. “I’m often amazed by how forward-thinking Mary and her brother Louis are.”
She has also been impressed by Williams’ quest to better their service to their customers.
“They vigorously seek improvement in their own business processes and business systems and by acquiring the latest advanced technology that's available in the international market.”
By choosing Williams for its local logistics expertise and specialist knowledge of the fashion industry, M.J. Bale has improved its fulfillment operations by a significant margin and positioned it for growth in what is a hugely competitive market.
“Our ambition is to continue to work very closely with Williams to achieve our goal of brand success,” Savvas says.
Fast Facts
Years in operation: 15 years
Number of locations: Approximately 80 across Australia
Annual turnover: Exceeds $100 million
Employee count: Approximately 400
Efficiency: Approximately 40% of M.J. Bale's flat-pack business by value and up to 60% by unit volume is processed by Williams' automated systems.
Sustainability: Both M.J. Bale and Williams are B Corp certified, reflecting their shared commitment to ethical and sustainable business practices.
Distribution: Approximately 10% of total sales are shipped directly to consumers from Williams’ distribution centre. Approximately 90% are shipped to hubs (retail stores).
The Williams Way
Relationship with Williams: 10 years
Order accuracy: 99.5%
Savings identified: Approximately $200,000 annually