In July 2019, the-UK based online fashion and cosmetics retailer, ASOS plc (ASOS), issued its third profit warning in a span of 7 months. After the first warning in December, the company had lost 60% of its market value. The problems at the company were a result of its failure to effectively implement operational initiatives to improve business. Two of its warehouses – at Berlin and Atlanta, where an operational overhaul was taking place – had failed to live up to expectations.

ASOS had always believed in investing in technology to offer its customers a perfect shopping experience. Its warehouses were all automated with state-of-the-art technologies. The Berlin warehouse, also known as Eurohub 2, was one of ASOS’s largest warehouses, holding around 70% of its stock. ..

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