Chain Reaction is Sourcing Journal’s discussion series with industry executives to get their take on today’s logistics challenges and learn about ways their company is working to keep the flow of goods moving. Here, Hendrik Kummeling, chief growth officer at Asendia, discusses how the transportation company is helping brands turn logistics into a competitive advantage through cross-border expertise and flexible shipping models.
Name: Hendrik Kummeling
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Title: Chief growth officer
Company: Asendia
What is Asendia?
Co-owned by Swiss Post and La Poste, Asendia is a global logistics provider specializing in cross-border e-commerce. Our strength is optimizing international shipping and returns for brands of all sizes—from giants like Amazon, Zara, Temu, Next, Asos and eBay, to thousands of emerging businesses looking to grow beyond their home markets. In the regions, we have strong final-mile partnerships. For example, Asendia USA partners with DPDgroup to facilitate e-commerce deliveries to Europe from the USA.
What industries do you primarily serve?
Our core client base is rooted in the fashion and footwear industries—fast-moving, trend-driven sectors where timing is everything. Beyond fashion, we’ve seen significant growth in demand from health and beauty brands, outdoor gear retailers and businesses in categories like books, toys and homewares. These sectors are increasingly embracing direct-to-consumer models and global reach, and they require agile, transparent shipping solutions to meet rising customer expectations.
Which industries do you think have the most to teach fashion about improving their supply chain logistics?
We believe food and pharmaceuticals stand out. These are two of the most time-sensitive industries, where shelf life, safety and compliance are non-negotiable. Both sectors rely heavily on end-to-end visibility, real-time tracking and demand forecasting technologies to minimize waste and ensure timely delivery.
For example, pharmaceutical supply chains routinely use temperature-controlled packaging and GPS-enabled tracking to ensure medications reach patients safely and on time, even across borders. Applying that same level of precision and predictability to international fashion shipments would be powerful, especially during peak seasons or when new ranges drop.
What are the main things brands and retailers could do (or stop doing) right now that would immediately improve logistics?
Stop thinking of e-commerce logistics as a problem. Think of it as a business tool. In e-commerce, when executed well, logistics will help you win new customers and earn their long-term loyalty.
For example, by offering international shoppers a choice of familiar, convenient and affordable delivery options, they are much more likely to hit the checkout button and repeat purchase.
They should also focus on trust. When the end customer sees local last-mile companies come to their door, they become confident to re-order again. Many cross-border shipping firms, including Asendia, have well-established relationships with last-mile companies and overseas postal operators, so brands entering new territories can hit the ground running.
When it comes to supply chain logistics challenges, there are things companies can fix, and things that are beyond their control. How can the former help the latter?
In fashion supply chain logistics, not everything is within your control, but how you respond absolutely is. The best way to manage uncertainty is by designing your operations around flexibility from the start.
Our e-commerce shipping model is built to allow last-minute switches between carriers, routes and even destination handling partners. That means when external factors—like extreme weather or industrial action—disrupt the usual flow, parcels keep moving.
I think of it like air traffic control: If one runway is closed, having other flight paths ready avoids costly delays. For our clients, that means fewer missed delivery windows, happier customers and stronger brand trust, even in unpredictable scenarios.
What is the one thing brands and retailers could be doing to make better use of technology to improve logistics?
While artificial intelligence (AI) often dominates the conversation, many brands and retailers are still overlooking the tangible benefits of physical automation in warehouses and fulfilment centers. In today’s fast-paced e-commerce logistics market, automation—often enhanced by AI—is increasingly essential for improving productivity, speed and consistency.
At Asendia, we’ve seen firsthand the impact of automation. Since March 2022, our London Heathrow parcel processing center has integrated automated sorting systems and six advanced robots. This $3.4 million investment has significantly increased parcel throughput for e-commerce retailers, delivered strong return on investment (ROI), reduced staff strain during peak periods and helped us win new business thanks to improved service levels and reliability.
Are you optimistic about the state of supply chains in the next few years?
Yes, I am. We need to work harder on sustainability and efficiencies, but technology promises to fast-track greener, less wasteful ways of making and transporting goods.
Lastly, I believe there’s an obsession with speed in our sector. The future of the e-commerce supply chain is undoubtedly more accelerated. But I hope it will also be smarter, leaner, greener and more resilient, driven by tech that turns today’s challenges into tomorrow’s competitive edge.
