Adapting to a New Supply Chain Role

This case describes the changing role of the distributor in the retail supply chain and one company s response. This response involved new facilities and systems for distribution. The key need of the business was for flexibility to meet fast-changing levels of demand, customized customer requirements, and product changes. 

Lantis Eyewear Corporation is a leading designer, marketer, and distributor of quality eyewear products, primarily sunglasses and optical frames. Its licensed and proprietary brand name products are known throughout the United States and internationally. Lantis distributes through mass merchants, department stores, dmg stores, and eyewear specialty stores. The firm ships about 30 million units each year. 

Most of Lantis products are imported from the Far East, with some specialty products manufactured domestically. Scheduling product to meet demand seasonality without overwhelming the distribution center is a supply chain management requisite. 

Handbook of Supply Chain Management, Second Edition 

Executing an expanded volume of multistep value-added services demanded by retailer customers is also a critical supply chain requirement. This includes tagging, labeling, security device application, repacking, and display assembly. The flexibility to deliver large and small custom orders on short notice — often the same day — is necessary to meet customer expectations. 

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