XPO Logistics has clinched a deal with JD Sports to consolidate the retailer's UK supply chain for its brand GO Outdoors. 

The deal, which JD Sports describes as a "long collaboration", sees XPO combine Go Outdoors stock distribution with other JD Sports brands, including Blacks, Millets and Ultimate Outdoors.

It will set up a 353,000 sq ft distribution hub for JD Sports at Go Outdoor's distribution centre in Middlewich, Cheshire.

Go Outdoors, which was bought by JD Sports in 2016, signed a five-year lease on the site in 2018.

The hub will consolidate three warehouse operations at Rochdale, West Hallam and Swadlincote and integrate the branded direct-to-store supply chain. All delivery streams to stores, as well as e-commerce support, will be managed as a multichannel solution.

Distribution will be consolidated into a single, dedicated delivery network with in-cab technology providing real-time tracking and reporting.

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The fleet will distribute store replenishment stock, deliver e-commerce click-and-collect orders to more than 300 Outdoor Division stores in the JD Sports brand portfolio, and support e-commerce fulfillment across all Outdoor brands.

Lee Bagnall, chief executive of Outdoor Division at JD Sports, said: “XPO’s integration of the warehousing, transport and e-commerce supply chain operations for our outdoor brands will generate new efficiencies and position us for continued growth. We look forward to a long collaboration with XPO in the UK.”

Gavin Williams, XPO Logistics managing director of supply chain, UK and Ireland, said: “Our team is excited to provide JD Sports with a transformative distribution structure to support their expansion.

"This partnership reflects the value of the investments we have made in developing dynamic, multichannel solutions for our retail and e-commerce customers.”

This latest deal closely follows XPO Logistics' successful bid for a multi-year contract renewal with safety equipment, work wear and safety services supplier Arco, announced last month.