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We all know retail brands that retain a big slice of their industry pie. But for every big name there is an exciting and innovative challenger who is fighting for each and every customer.

We asked respected journalist Glynn Davis to sit down with five challenger brands who are redefining their categories, with delivery at the heart of their innovations, including COOK, Bloom & Wild and Orlebar Brown. He analysed the key trends in logistics and delivery, and identified just how technology has both helped and hindered their growth.

Our whitepaper shares

  • The pros and cons of developing software in-house
  • Insights into different fulfillment models
  • How to futureproof your logistics systems
  • Which SaaS solutions are popular with challenger brands



Fozen food retailer COOK was launched in 1997 and now employer over 700 people. They have more than 80 shops, which are a mix of franchise and owned stores and their customers can expect deliveries to be sent from either their central warehouse in Kent or from either a COOK store or franchise store. Glynn spoke to Richard Steele, finance director at COOK to see how they use technology to tackle the task of managing fulfilment.

Cocoa Runners

Cocoa Runners is a monthly chocolate-by-post member service which launch in 2013. Glynn spoke with Simon Palethorpe, co-founder of Cocoa Runners, to talk about with the challenges in logistics faced by start-ups and to find out how they make use of out-of-the-box and in-house IT solutions.

Orlebar Brown

Swimwear and clothing retailer Orlebar Brown that has nine stores across the world. Glynn spoke to them about the cloud-based platform they use for flexibility across their company-owned stores, the showrooms they have for their wholesale business and the five international web stores.

Muddy Boots

Muddy Boots supplies meat to 140 Waitrose stores and to online supermarket Ocado as well as having a single store plus a web shop. Glyn spoke to Miranda Ballard, co-founder of Muddy Boots, to discuss their expansion plans for the next 12 months and how they’ll be looking to manage inventory and deliveries.

Bloom & Wild

Bloom & Wild was launched in 2013 as a response to the lack of innovation offered to customers in the flower-buying experience. Their flowers are cut to order and delivered to customers to unpack and arrange themselves. Glynn spoke to Aron Gelbard, a co-founder of the company and the CEO at Bloom & Wild, to find out how they work with a 3PL firm to fulfil their deliveries.


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