Case Study: JD Sports Fashion Plc achieves resilient online growth and streamlined omnichannel fulfillment with Pimberly

JD Sports Runs Ahead with Global Expansion & Trainer Lifts

JD Sports Fashion Plc faced major disruption from COVID-19 and Brexit: global store closures and a surge in online shopping put unprecedented pressure on warehouses and fulfilment. In Pimberly’s Customer Spotlight, JD Sports describes the challenge of quickly shifting priorities to online projects, using in-store stock to meet e‑commerce demand, standing up a European distribution centre after Brexit, and rolling out homeworking for support teams.

In the Pimberly feature, JD Sports deployed store‑based fulfilment, opened a European distribution centre, rapidly enabled homeworking, and introduced in‑store innovations like a trainer lift, improved click & collect and the Hero System rollout. The results: online activity surged, a strong Black Friday and a recovery that matched 2019 sales despite a 20% dip when stores first reopened, while the European DC reduced costs and delays — outcomes showcased in Pimberly’s Customer Spotlight.

JD Sports Fashion Plc

Ryan Ralphs

Project Manager