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Bailey Nelson partners with B dynamic Logistics to spearhead its growth

Bailey Nelson, one of Australia’s leading eyewear brands, has announced a new partnership with B dynamic Logistics to support the rapid expansion and growth of its operations across the country.

According to Krisnadi Ang, head of commercial projects for Bailey Nelson, the decision to partner with B dynamic Logistics came down to the third-party logistics provider’s ability to provide a scalable, comprehensive and customised solution for the eyewear business’ growing needs.

“We are now an innovative eyewear brand with a firm view of our future and we are growing fast. We have celebrated ten years in business, and have pivoted from industry disruptor to a highly popular mainstream brand that straddles the omni-channel environment offering online and innovative physical concept stores,” Ang said.

“We now have a presence in Australia, New Zealand, the UK and Canada. We have over 100 stores across the country and this number is growing. Our brand is synonymous with high quality affordable fashionable eyewear and we offer one of the largest ranges of eyewear.”

Founders Nick Perry and business partner Peter Winkle first started selling fashionable glasses frames at the Bondi Market 11 years ago. They knew the retail eyewear market was ripe for disruption, and they were armed with experience at The Iconic and Booz and Company (Perry) and McKinsey (Winkle). Today our business spans over 100 stores across multiple countries, employs over 900 staff, and has an annual turnover in the ballpark of $100 million. 

Revenue has grown by 28 per cent year-on-year compared to last financial year and the company has doubled its store footprint in Canada to 35 since the start of the COVID pandemic. Eyewear is one of the most needed health aids in the world with 50 per cent of the population expected to experience myopia by the year 2030. Myopia is now one of the fastest growing health epidemics in the world, with children as young as two being diagnosed with myopia due to screen use.

“Our eyewear is designed in Australia and we have manufacturing suppliers all over the country and the world. This means that our need to move inventory around the country and the globe to stores and ship products to customers has become increasingly complex and demanding,” Ang explained.

“We needed a third-party logistics provider with the skill, capability and technical prowess to service our multifaceted business and B dynamic Logistics met all of our requirements and more.

“Their ability to customise a solution for us that ensures our products are delivered where they need to be on time every time is critical for our growing business.”

According to Mal Siriwardhane, B dynamic Logistics is delighted to be partnering with Bailey Nelson.

“Bailey Nelson is a wonderful brand with a strong professional approach to business and customer service and we are very excited to be partnering with them to support their business and underpin their growth,” Siriwardhane said.

“B dynamic Logistics has invested significant focus on the development of the industry’s leading technology platform to ensure our business is able to provide the most reliable, transparent and customer focused third party logistics services in the world.

“Our investment in our proprietary technology means that we are able to provide our clients and their customers with the highest level of tracking visibility and service standards.

“It is this capability that has seen us win profile business partnerships and global awards such as the Deloitte Technology Fast 50 awards which recognises Australia’s top ranking fastest growing tech companies. This is the only program in Australia where eligibility is based on both technology and revenue growth. To qualify, a company must show a three-year cumulative growth of at least $8 million. This award comes just one month after B dynamic Logistics won the award for Industry Excellence at the most recent prestigious Australian Supply Chain and Logistics Awards.”

As Australia’s leading logistics and ecommerce provider, B dynamics Logistics offers a range of third-party logistics services including ecommerce enablement and fulfilment, warehousing and logistics solutions. Servicing nationally recognised companies such as Costco, Dettol, QANTAS, Dymocks, DoorDash, Gillette and many more, B dynamic Logistics works with businesses to design and develop flexible logistics solutions to meet their specific needs to ensure the prompt and cost-effective delivery of products to their customers. 

“B dynamics Logistics has always pursued and attained outstanding achievements, made possible by our unrelenting pursuit of customer service excellence,” Siriwardhane said.

“Our vision to become the leader in ecommerce logistics by helping our customers to grow is rapidly coming to fruition as we continue to invest in our business and excel across a broad range of disciplines.

“Our growth mindset is what sets us apart. Large and complex businesses often struggle to adapt to changes swiftly, which can significantly impact their business bottom line figure. B dynamic Logistics’ mission is to provide them with flexibility and innovation to solve their challenges and achieve success.

“While we are a logistics company, our entire business is underpinned by our groundbreaking technology and our service mentality is spearheaded by our forward-thinking customer oriented team which continually works hard to find better and different ways of improving our service offerings for our clients.

“I am really proud of our people, our business and our clients who make our operations possible.  Not only do we have the greatest team in the industry, we also have the highest percentage of women working in our business in a broad range of roles including leadership and executive positions.  We are at 50 percent which is excellent considering the industry average is two percent globally.”

About B dynamic Logistics

B dynamic Logistics is part of the B dynamic Group. B Dynamic Logistics is Australia’s leading one stop shop for ecommerce enablement and third-party logistics. B dynamic Logistics works with businesses to design and develop customised online stores, integrate flexible logistics solutions and provide pick, pack and delivery services to their customers. The B dynamic Group was created in 2005 and currently distributes products for over 100 iconic retail brands and is one of Australia’s fastest growing logistics companies.

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