{"id":2109555,"date":"2026-03-16T11:51:21","date_gmt":"2026-03-16T11:51:21","guid":{"rendered":"https:\/\/www.thebusinessdesk.com\/westmidlands\/?p=2109555"},"modified":"2026-03-16T11:53:29","modified_gmt":"2026-03-16T11:53:29","slug":"sports-retailer-invests-24m-in-automated-logistics-hub","status":"publish","type":"post","link":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub","title":{"rendered":"Sports retailer invests \u00a324m in automated logistics hub"},"content":{"rendered":"<p>Nordic sports retailer Stadium has announced plans to build a new automated logistics centre in Norrk\u00f6ping, marking a major shift in how the business manages its supply chain.<\/p>\n<p>The facility will become the Solihull-based company\u2019s first wholly owned distribution hub, replacing decades of outsourced logistics as the retailer looks to strengthen efficiency and gain greater control over deliveries to its stores.<\/p>\n<p>At the core of the warehouse will be the Skypod robotic system developed by Exotec. The system will deploy more than 240 autonomous robots capable of moving horizontally and vertically up to 12 metres to retrieve stock from a storage grid containing over 170,000 locations.<\/p>\n<p>The automated setup is designed to help the retailer manage peak demand while creating capacity for long-term growth.<\/p>\n<p>Daniel Johansson, supply chain director at Stadium said: \u201cWe needed a solution that gives us full control over our store logistics and is flexible enough to grow with us. With Exotec&#8217;s Skypod system, we can streamline deliveries to our stores and scale up capacity as the business grows.\u201d<\/p>\n<p>Construction of the new centre is expected to begin in 2026, with the facility scheduled to become fully operational in early 2028. The project represents a multi-million-pound investment as Stadium modernises its logistics infrastructure.<\/p>\n<p>Supply chain consultancy Langeb\u00e6k has supported the project from its early stages and is continuing to work with the retailer alongside Exotec during development.<\/p>\n<p>The deal also marks a milestone for Exotec, with Stadium becoming the company\u2019s first customer in Sweden, signalling its expansion into the Nordic automation market.<\/p>\n<p>Andreas St\u00f6ckl, head of Exotec\u2019s Nordic operations said: \u201cStadium is a fantastic first Swedish customer project for us. It shows that our solution is ideal for Nordic companies that want to combine high flexibility with energy-efficient and scalable automation. We look forward to a long-term collaboration and to supporting Stadium in their continued growth.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A new distribution centre featuring more than 240 warehouse robots will give the Nordic retailer greater control over its supply chain and support future growth<\/p>\n","protected":false},"author":266702,"featured_media":2109558,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"coauthors":[127717],"class_list":["post-2109555","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-property","tag-featured-story","tag-greater-birmingham"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sports retailer invests \u00a324m in automated logistics hub | TheBusinessDesk.com<\/title>\n<meta name=\"description\" content=\"A new distribution centre featuring more than 240 warehouse robots will give the Nordic retailer greater control over its supply chain and support future growth\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sports retailer invests \u00a324m in automated logistics hub | TheBusinessDesk.com\" \/>\n<meta property=\"og:description\" content=\"A new distribution centre featuring more than 240 warehouse robots will give the Nordic retailer greater control over its supply chain and support future growth\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub\" \/>\n<meta property=\"og:site_name\" content=\"West Midlands\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-16T11:51:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-16T11:53:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.thebusinessdesk.com\/_files\/images\/mar_26\/Screenshot-2026-03-16-at-11.50.32.png\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"527\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ellie Hollinshead\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ellie Hollinshead\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub\",\"url\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub\",\"name\":\"Sports retailer invests \u00a324m in automated logistics hub | TheBusinessDesk.com\",\"isPartOf\":{\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.thebusinessdesk.com\/_files\/images\/mar_26\/Screenshot-2026-03-16-at-11.50.32.png\",\"datePublished\":\"2026-03-16T11:51:21+00:00\",\"dateModified\":\"2026-03-16T11:53:29+00:00\",\"author\":{\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/#\/schema\/person\/6ffb390af96fe55567054e73554dca0e\"},\"description\":\"A new distribution centre featuring more than 240 warehouse robots will give the Nordic retailer greater control over its supply chain and support future growth\",\"breadcrumb\":{\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub#primaryimage\",\"url\":\"https:\/\/www.thebusinessdesk.com\/_files\/images\/mar_26\/Screenshot-2026-03-16-at-11.50.32.png\",\"contentUrl\":\"https:\/\/www.thebusinessdesk.com\/_files\/images\/mar_26\/Screenshot-2026-03-16-at-11.50.32.png\",\"width\":850,\"height\":527,\"caption\":\"Daniel Johansson, supply chain director, Stadium AB, Lars Axelsson, cofounder and CEO, Evolv, Anders Bartholin, partner and project director, Langebaek and Andreas St\u00f6ckl, eVP sales, Exotec\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Sports retailer invests \u00a324m in automated logistics hub\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/#website\",\"url\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/\",\"name\":\"West Midlands\",\"description\":\"Regional business news for West Midlands\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/#\/schema\/person\/6ffb390af96fe55567054e73554dca0e\",\"name\":\"Ellie Hollinshead\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/#\/schema\/person\/image\/ddc8230b9dd697ddcb11c379e933ea13\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/f5d4a87cb28ad00709060085366438c6?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/f5d4a87cb28ad00709060085366438c6?s=96&d=mm&r=g\",\"caption\":\"Ellie Hollinshead\"},\"url\":\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/author\/elliehollinshead\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Sports retailer invests \u00a324m in automated logistics hub | TheBusinessDesk.com","description":"A new distribution centre featuring more than 240 warehouse robots will give the Nordic retailer greater control over its supply chain and support future growth","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub","og_locale":"en_GB","og_type":"article","og_title":"Sports retailer invests \u00a324m in automated logistics hub | TheBusinessDesk.com","og_description":"A new distribution centre featuring more than 240 warehouse robots will give the Nordic retailer greater control over its supply chain and support future growth","og_url":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub","og_site_name":"West Midlands","article_published_time":"2026-03-16T11:51:21+00:00","article_modified_time":"2026-03-16T11:53:29+00:00","og_image":[{"width":850,"height":527,"url":"https:\/\/www.thebusinessdesk.com\/_files\/images\/mar_26\/Screenshot-2026-03-16-at-11.50.32.png","type":"image\/png"}],"author":"Ellie Hollinshead","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Ellie Hollinshead","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub","url":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub","name":"Sports retailer invests \u00a324m in automated logistics hub | TheBusinessDesk.com","isPartOf":{"@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub#primaryimage"},"image":{"@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub#primaryimage"},"thumbnailUrl":"https:\/\/www.thebusinessdesk.com\/_files\/images\/mar_26\/Screenshot-2026-03-16-at-11.50.32.png","datePublished":"2026-03-16T11:51:21+00:00","dateModified":"2026-03-16T11:53:29+00:00","author":{"@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/#\/schema\/person\/6ffb390af96fe55567054e73554dca0e"},"description":"A new distribution centre featuring more than 240 warehouse robots will give the Nordic retailer greater control over its supply chain and support future growth","breadcrumb":{"@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub#primaryimage","url":"https:\/\/www.thebusinessdesk.com\/_files\/images\/mar_26\/Screenshot-2026-03-16-at-11.50.32.png","contentUrl":"https:\/\/www.thebusinessdesk.com\/_files\/images\/mar_26\/Screenshot-2026-03-16-at-11.50.32.png","width":850,"height":527,"caption":"Daniel Johansson, supply chain director, Stadium AB, Lars Axelsson, cofounder and CEO, Evolv, Anders Bartholin, partner and project director, Langebaek and Andreas St\u00f6ckl, eVP sales, Exotec"},{"@type":"BreadcrumbList","@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2109555-sports-retailer-invests-24m-in-automated-logistics-hub#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.thebusinessdesk.com\/westmidlands\/"},{"@type":"ListItem","position":2,"name":"Sports retailer invests \u00a324m in automated logistics hub"}]},{"@type":"WebSite","@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/#website","url":"https:\/\/www.thebusinessdesk.com\/westmidlands\/","name":"West Midlands","description":"Regional business news for West Midlands","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.thebusinessdesk.com\/westmidlands\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/#\/schema\/person\/6ffb390af96fe55567054e73554dca0e","name":"Ellie Hollinshead","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.thebusinessdesk.com\/westmidlands\/#\/schema\/person\/image\/ddc8230b9dd697ddcb11c379e933ea13","url":"https:\/\/secure.gravatar.com\/avatar\/f5d4a87cb28ad00709060085366438c6?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f5d4a87cb28ad00709060085366438c6?s=96&d=mm&r=g","caption":"Ellie Hollinshead"},"url":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/author\/elliehollinshead"}]}},"_links":{"self":[{"href":"https:\/\/www.thebusinessdesk.com\/westmidlands\/wp-json\/wp\/v2\/posts\/2109555","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebusinessdesk.com\/westmidlands\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebusinessdesk.com\/westmidlands\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebusinessdesk.com\/westmidlands\/wp-json\/wp\/v2\/users\/266702"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebusinessdesk.com\/westmidlands\/wp-json\/wp\/v2\/comments?post=2109555"}],"version-history":[{"count":0,"href":"https:\/\/www.thebusinessdesk.com\/westmidlands\/wp-json\/wp\/v2\/posts\/2109555\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebusinessdesk.com\/westmidlands\/wp-json\/wp\/v2\/media\/2109558"}],"wp:attachment":[{"href":"https:\/\/www.thebusinessdesk.com\/westmidlands\/wp-json\/wp\/v2\/media?parent=2109555"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebusinessdesk.com\/westmidlands\/wp-json\/wp\/v2\/categories?post=2109555"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebusinessdesk.com\/westmidlands\/wp-json\/wp\/v2\/coauthors?post=2109555"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}