By Isabella Rossi, Global Head of Supply Chain, Aethelred
For a luxury brand like Aethelred, a new collection launch is the single most important event on our calendar. It’s a moment that defines our season, and the execution has to be perfect. Our latest collection, “The Sovereign,” was set for a coordinated global launch across our flagship stores in New York, Tokyo, and Dubai. The pressure was immense. We needed the entire collection delivered within a tight 24-hour window across three continents, with absolute secrecy and a zero-tolerance policy for delays or damage.
This wasn’t a job for a standard logistics company. It was a high-stakes, high-security operation that required a partner capable of surgical precision. We entrusted this critical launch to Houger International, and their performance was nothing short of masterful.
From the outset, their approach was different. Instead of treating these as three separate shipments, Houger established what they called a ‘control tower’ view from their headquarters. A single project lead, Mr. Janssen, was our dedicated point of contact, giving us a unified and real-time perspective on the entire global operation.
The security measures they implemented were incredibly robust. Our collection was transported from our manufacturing facility here in Milan in sealed, dedicated vehicles to the airport. Each air freight container was equipped with multi-sensor trackers, allowing us to monitor not just location, but also shock, light exposure, and humidity. Upon arrival, the cargo was moved directly to TAPA-certified, secure warehouses before final delivery. This wasn’t just logistics; it was a comprehensive security operation that protected the integrity and exclusivity of our brand.
The most impressive feat was the customs coordination. Anyone in global retail knows that customs clearance can be unpredictable. Houger’s teams in the US, Japan, and the UAE worked in perfect concert. They pre-filed all documentation and coordinated with local customs authorities so that all three shipments were cleared within hours of each other. The result was a perfectly synchronized customs release, something we had previously thought was impossible.
Throughout the process, the communication was flawless—proactive, concise, and always one step ahead. We were never left wondering about the status of our assets.
The collection arrived at our stores in New York, Tokyo, and Dubai on the same day, in impeccable condition and ahead of schedule. The launch was a tremendous success, and a huge part of that success was due to the silent, perfect execution of our logistics backbone. Houger International didn’t just move boxes for us; they protected our brand, enabled our strategy, and delivered complete peace of mind.
For any global brand where the supply chain is mission-critical, Houger International is, without a doubt, the partner to choose. They operate with a level of professionalism and precision that is simply world-class.