Sixth AutoStore project for New Wave

The framework agreement forms the strategic basis of the cooperation and makes Element Logic the preferred AutoStore partner of the New Wave Group in Europe. It is the result of successfully implemented projects in recent years. The background to this is the New Wave Group's initiative to standardize its IT infrastructure and automation solutions across the Group. Intralogistics processes and system configurations are to be standardized across all subsidiaries, resulting in significantly accelerated project implementation, greater operational reliability and cross-location synergies from planning to implementation and ongoing operation. "Element Logic's expertise and the reliability of AutoStore technology give us the confidence to expand our logistics activities. Their standardized approach and strong support has accelerated our project and we see them as an important partner on our path to long-term growth," says Carsten Kaiser, Head of Logistics Center New Wave Geiselwind.

Projects before realization

The New Wave Group manages around 70 independent operating companies worldwide in the three business areas of Corporate, Sports & Leisure and Gifts & Home Furnishings. As part of the cooperation to date, Element Logic has already successfully implemented three AutoStore systems for New Wave in Sweden, one in Norway and one in Switzerland. The successful projects have paved the way for the framework agreement with the major customer. The expansion project in Råde, Norway, and a new project at the New Wave logistics center in Geiselwind were completed in November 2025.

The AutoStore system, which is being implemented at the logistics center in Geiselwind, offers 36,000 bins, 23 R5 robots handle transfer and removal and operate six carousel ports for high picking throughputs. As the "brain" of the AutoStore system, the eManager software from Element Logic offers functions such as product location management, warehouse control and customized processes for incoming goods, returns processing, replenishment and picking. In addition, the software ensures smooth communication with the warehouse management software as well as efficient, coordinated processes and an optimal workflow.

New level for New Wave

Element Logic's AutoStore system is set to take New Wave's intralogistics efficiency to a new level. The state-of-the-art automated storage and retrieval system (ASRS) offers precision and speed, resulting in faster order fulfillment, fewer errors and optimized space utilization. Thanks to its modular design, the system is extremely adaptable to changing business requirements and is characterized by low energy consumption. The storage capacity and storage performance can be increased independently of each other - the infrastructure can be adapted to all changing requirements in a future-proof manner.