When logistics becomes part of the brand
As Icebug celebrates 25 years, the ambition remains the same as when it started in Gothenburg: to create shoes that are actually used. Sustainability is not a side track, but a driving force throughout the entire business.
– Our customers should buy shoes because they need them, not because they’re on sale, says Marcus Hansson, Head of Logistics at Icebug.
A partner to grow and be challenged with
When e-commerce grew during the pandemic, the demands for scalability, quality, and delivery precision increased. In 2023, the collaboration with PostNord TPL began, with the goal of finding a long-term, strategic partner.
Sustainability became a natural common denominator. Icebug opts out of air freight and stands outside Black Week. Together, TPL and Icebug work on optimized flows, smarter packaging, and more fossil-free transportation, including investments in electric trucks.
– For us, logistics is about more than deliveries. It’s an important part of our brand and our customer promise, says Marcus.
A collaboration built on trust
Today, PostNord TPL handles warehousing, distribution, and returns, as well as quality control of incoming goods. The team works closely with Icebug’s products, including AQL testing and a strong internal commitment to quality.
– We have a close dialogue with the team at TPL, and they have a great understanding of us as a customer and what we need in order to create satisfied customers in turn. Their strong commitment often makes it feel like we are one and the same team, says Marcus.
Mikael Johansson, Production Manager at PostNord TPL, describes the collaboration as close and transparent.
– There is a simplicity in the dialogue and a strong mutual trust. Icebug is open to new proposals and challenges us to step outside our comfort zone. We want the best for each other and to develop together.
Work is currently underway to further optimize the flows — an example of how the partnership continues to evolve in line with the business.
The result: Confidence to focus forward
With a logistics partner that shares its values and drives development, Icebug can continue to grow without compromising its sustainability ambitions.
– We need someone we can rely on. A partner who not only delivers, but who wants to grow and develop together with us, Marcus concludes.