Maersk has successfully supported Currys navigate crises and discover new opportunities, evolving from an ocean carrier to a supply chain management partner.
Currys plc is a leading omnichannel retailer of technology products and services, operating online and through 727 stores across six countries. Primarily serving the UK, Ireland and the Nordics, Currys relies on an integrated logistics strategy to keep business moving.
Delivering technology to the world
Founded in 1884 as a bicycle building business in the UK city of Leicester, Currys has certainly undergone a fascinating transformation over the past 140 years, but one thing has remained at the heart of everything: technology.
The humble bicycle as we know it now was indeed a true technological feat back in the 19th century, however the cruel British winters heralded the need for Currys to embrace inside technology as well as out. So as the world ticked over into the 1900s, the company diversified to bring its customers the very latest phonographs (or talking machines) to play back sound at their leisure.
Technology wasn’t slowing down in that era, but neither was Currys – going on to sell toys, gramophones, radios, and photo studio services.
The rest, as they say, is history, with Currys becoming the leading name in technology retail on British shores and beyond.
When the stars aligned
Fast forward to 2008, and Currys joined forces with Maersk brands for the first time. What started as multi-carrier shipping of stock primarily from Asia to the UK via ocean freight quickly became a third-party logistics (3PL) partnership, with Maersk teams managing cargo from all of Currys’ global vendors to meet ever-increasing demand from consumers.
Air freight and customs services soon became cornerstones of the relationship, with the latter evolving to include all incoming shipments following the complications brought about by Brexit.
And it’s managing these complexities of logistics that have allowed Maersk to truly add value to Currys’ operations – giving their team the freedom to focus on what they’re best at.
When it comes to sourcing products, for example, Currys says that Maersk’s global network has proved invaluable – particularly within electronics where technological advancements mean new products are regularly introduced:
As the leading electrical retailer in the UK and Nordics, we rely on Maersk's global footprint to source stock worldwide. Their local language teams ensure the smooth flow of goods, supported by customs expertise in multiple countries. Maersk manage the entire process, from handover to container return, including payments to our contracted shipping partners. This requires seamless coordination and integration across various logistics services, and on top of this, maintaining good visibility is important to ensure the timely and smooth flow of products. Maersk operates with touchpoints worldwide, with teams positioned strategically to respond effectively to new projects and demands arising as we bring new products to our customers.
Handling global demand together during an unprecedented crisis
At a time of peak sales times – traditionally ahead of major events such as Black Friday – companies like Currys position optimal levels of stock closer to key markets.
But when the Covid-19 pandemic hit, nothing could prepare businesses for the unprecedented surge in demand. Confined to their homes, the general public found the time and money to upgrade their electronics.
To keep up with the demand boom, it was critical to keep moving despite widespread restrictions. Logistics, therefore, had a fundamental role to play.
How was Maersk involved?
All these measures contributed to Currys staying profitable during those years when physical stores were very rarely open – a feat that similar businesses worldwide found hard to achieve.
Beyond a partnership, a meeting of the minds
The partnership has continued to kick on since the pandemic years, taking another step forward in 2022 with the opening of Maersk’s new warehousing campus in Dublin, Ireland. Getting operations started in a new warehouse can be a long process, but Currys praised the importance of collaboration in getting functions off the ground fast during an important sales period for the brand.
“As a highly seasonal business, it was crucial for Currys to secure occupancy at the new Dublin warehouse prior to Black Friday in order to support our peak volumes. With the warehouse being newly constructed and only completed in October, we collaborated closely with the Maersk team to make the site operational within a few weeks. Having opened several new warehouses, this was likely the shortest timeline I have witnessed from the handover of the basic shell to fully functioning. Having a trusted partner who truly understands your business is especially critical at these sorts of times, and this is one of many occasions where our strong relationship with Maersk has brought about hugely positive results.”
Shaping a decarbonised future together
Another example of shared mutual goals driving both brands forward is the mission to decarbonise operations and reach net-zero greenhouse gas (GHG) emissions by 2040. The Dublin warehouse itself, for example, contributes positively towards Currys’ decarbonisation goals, as it’s constructed to net-zero specifications* with a glue-laminated / ‘glulam’ timber structure that achieves LEED Gold and BREEAM Excellent certification.
On the water, Currys also uses Maersk ECO Delivery for imports from Türkiye to the UK and Ireland – and they estimate that the biofuel and lower GHG-emission methanol power will save over 800 tonnes of GHG emissions in the 2024-2025 financial year alone.
For 2025-2026, Currys will be scaling up its ECO Delivery shipments as it intensifies decarbonisation efforts for the future.
Another initiative with the potential to be scaled further is the development of a lower GHG-emission inland corridor in Sweden. Stock is shipped to Gothenburg initially and then transported further by electric train, before the last-mile delivery is completed by electric truck – replacing previous diesel models to reduce GHG emissions. Taking this concept as an initial blueprint, Currys and Maersk can look at vehicles and operational models at other locations to identify further opportunities to save GHG emissions.
So what’s next for the decarbonisation journey in the future? Like Maersk, Currys is going full steam ahead and says having a strong partnership in place will enable it to meet its goals:
“We’re making steady progress decarbonising our supply chain, and it’s helpful to have partners like Maersk who we can share experiences and learnings with. We’ve been looking at the possibility of using Maersk’s Emissions Dashboard to provide visibility and actionable insights to initiate GHG emission reductions, which could be a very exciting opportunity. Reducing supply chain GHG emissions can only be achieved through our partnerships. With Maersk’s ambitions, targets and by having regular progress updates, we can work together to ensure we are on track to hit our targets.”
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