Case Study
Mike Burton
- The Lion's Tour 2025 -
Project: The British & Irish Lions Rugby Tour – Australia 2025
The official tour operator for The Lion’s Tour 2025, partnered with our contract packing service to ensure efficient distribution of personalised merchandise to 6,500 tour supporters and 400 staff members travelling to Australia. With each recipient expecting tailor-packed items ahead of their departure and the rugby fixtures, timing and accuracy were paramount.
Scope: End-to-end packing, order fulfilment, and real-time inventory management for over 6,900 individuals.
Global Sourcing, Local Precision
Merchandise was sourced from a wide range of international suppliers. Items included bespoke apparel, accessories, memorabilia, and logistical gear, each requiring quality control, order collation, and packaging to specific individual profiles.
Quality Control:
Rigorous inspections ensured every item met tour-grade standards.
Organisation & Packing:
Our team consolidated multi-supplier inventory into coherent individual orders.
Throughout:
We processed approximately 100,000 items for them around the clock over two weeks.
Time-Critical Execution
In a tight two-week window, our team worked continuously to meet delivery deadlines ahead of the tour’s kickoff. This involved:
Strategic workspace optimisation for speed and accuracy.
Coordinated dispatch aligned with courier schedules.
Seamless handover of packaged goods for international transit.
Tech-Driven Transparency
To maintain clarity and confidence throughout the project, we empowered the client with live digital access via our online tools:
Real-Time Inventory Levels
Order Integration and Status Updates
Courier Dispatch Notifications
Receiver ETA Coordination
This allowed Mike Burton’s operations team to communicate with recipients regarding expected delivery dates, ensuring smooth receipt and less logistical strain on arrival.
All merchandise was successfully dispatched ahead of the tour departure, with full transparency and stakeholder coordination. The project showcased our ability to scale rapidly, manage global supplier inputs, and deliver precise, individualised packages under high-pressure timelines.
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Goods-In
Containers and pallets, inbound logging, Quality Control Checking, products labelled and located in pallet bays and picking locations
Storage
Our volumetric storage model saved Mike Burton from dedicated overheads for space they didn't need to allocate to them. Calculated daily, our software manages everything using the dimensions of the products in our warehouses.
Order Processing
By directly integrating into online sales platforms and bulk data uploads to our online tools, we were taking pre-orders into our system. Ready for processing once the stock had landed with us.
We were then picking, barcode verifying and allocating personalised materials to the orders.
All D2C orders are polled for orders every 15-30 minutes to enable same-day dispatch SLA.
Dispatch
D2C: Same Day Dispatch processing - Dedicated vehicle routing or DHL dedicated vehicle network were used for all D2C shipments nationally and internationally.
Wholesale orders were shipped via dedicated vehicles for staff training days and bulk shipments needing timed deliveries.
Returns Processing
All returned orders head back to us to process, log and put them back into stock, ready for reprocessing or placing into quarantine.
All returns are processed within the agreed 72 working-hour period.
Your 3PL Ecommerce Fulfilment, Distribution Centre and Contract Packing partner. Planned, Integrated, Packed and Delivered.
T: 01242 802140
CBF Fulfilment
1-11 Alvin Street
Gloucester
GL1 3EJ
UNITED KINGDOM