GEODIS has established its multi-user logistics facility in Malsfeld, Germany, as the central European distribution hub for Lovevery, strengthening the companies’ partnership as the early childhood development brand expands its e-commerce operations across the region.
The facility became the centre of Lovevery’s European logistics operations following the relocation of its distribution activities from Hamburg in early 2025. GEODIS manages a range of services at the site, including warehousing, inventory management, order fulfilment, pick-and-pack operations, international shipping preparation and returns management.
The arrangement consolidates key logistics functions at a single location, providing Lovevery with greater flexibility to manage inventory, respond to seasonal demand and support expansion into additional European markets.
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The partnership began in May 2024, when GEODIS took over supply chain operations for Lovevery. Following the relocation to Malsfeld, the companies extended their contract, reinforcing their collaboration to support the brand’s growing regional distribution requirements.
“GEODIS offers us logistics solutions in order to keep pace with that demand. The Malsfeld facility gives us the flexibility, reliability, and real-time visibility needed to stay focused on the families we serve,” said Roderick Morris, co-founder and president of Lovevery.
The facility’s integrated operating model is designed to improve stock visibility and streamline order processing, while providing a scalable platform for managing higher volumes and cross-border shipments.
European E-commerce Faces Changing Customs Requirements
The development comes as the European Union prepares to introduce a new handling fee for small consignments entering the bloc, with member states required to begin applying the fee no later than 1 November 2026.
The European Commission’s published guidance confirms the introduction of the EU-wide fee, although the final amount is to be established by the Commission. The measure is part of a broader customs reform aimed at addressing the growing volume of e-commerce imports and the associated costs of customs supervision.
For logistics providers and online retailers, the changes increase the importance of effective inventory planning, shipment visibility and coordination across international distribution networks. A centralised European fulfilment operation can help businesses manage stock and orders more efficiently, although the precise impact of the new fee will depend on the final rules and how they apply to individual shipments.
GEODIS Expands Its Electric Truck Fleet
The Lovevery development follows GEODIS’s announcement on 5 October that it had placed a firm order for 110 electric heavy-duty trucks, each with a gross vehicle weight of 44 tonnes, for its European road transport operations.
The vehicles, developed by Renault Trucks and Volvo Trucks, are scheduled for delivery by May 2027 and will be deployed in France for urban deliveries and long-distance transport. GEODIS said the additional vehicles would bring its electric truck fleet serving its European Road Network business to 190.
The company is also developing electric freight corridors along major French routes, supported by charging infrastructure intended to provide charging opportunities every 250 to 500 kilometres. Its existing network of approximately 60 charging points is expected to expand to more than 200 by 2030.
The investment forms part of GEODIS’s broader decarbonisation strategy and complements its expansion of integrated logistics services for customers across Europe.
For Lovevery, the Malsfeld hub provides a centralised distribution platform to support its regional growth. For GEODIS, the extended partnership adds to its contract logistics business as the company continues to develop its European transport and distribution capabilities.
