Pet Circle adopts Manhattan WMS across Australian sites

Pet Circle has adopted Manhattan WMS across its fulfilment network, underpinning warehouse operations at the online pet retailer's sites in four Australian states.

The online-only retailer had used a bespoke warehouse management system for more than 13 years before replacing it as order volumes grew and manual processes became harder to scale. The new platform was first introduced at the company's Sydney fulfilment centre, then extended to sites in Victoria, Queensland and Western Australia.

The rollout has created more consistent warehouse processes across Pet Circle's national network. Soon after the initial deployment, the company also introduced autonomous mobile robots, automated packing systems, and conveyor and sortation technology linked through the Manhattan software.

Andrew Haverfield, Head of Innovation Supply Chain at Pet Circle, said the change was tied to the company's longer-term growth plans.

"As a fast-growing eCommerce business, we needed a warehouse management platform that could grow with us. Our previous system had served us well for many years, but we'd reached the point where manual processes were making it harder to keep pace with increasing demand and deliver the level of service our customers expect," Haverfield said.

He said the shift had also helped Pet Circle establish a more standard operating model across multiple sites.

"Manhattan WMS has given us a modern foundation for our fulfilment network. We've been able to standardise processes across our sites, introduce warehouse automation and better manage peak trading periods, while creating a platform that can continue to evolve alongside our business," Haverfield said.

Operational changes

According to the companies, the project has reduced reliance on manual warehouse activity and improved consistency across facilities. It has also given Pet Circle more detailed operational data and audit trails, helping the business address issues more quickly and refine warehouse processes.

Peak trading performance was one of the clearest measures cited by the retailer. During the last Black Friday sales period, Pet Circle maintained same-day and next-day delivery services through almost the entire peak, compared with previous years when higher order volumes could disrupt fulfilment for one to two weeks afterwards.

The change reflects pressure on online retailers to make warehouse systems work with a wider mix of automation tools while maintaining delivery times during periods of heavy demand. For Pet Circle, it also marks a shift from a long-serving in-house platform to a commercial system designed to connect multiple technologies across several fulfilment sites.

Manhattan said its local implementation team worked with Pet Circle to configure the system around the retailer's operating requirements. Pet Circle identified that local support as one factor in its decision to select the software.

Technology base

Raghav Sibal, Vice President APAC at Manhattan Associates, said retailers were looking for warehouse systems that can integrate with automation and provide a clearer view of operations.

"To support today's speed of operations, retailers need a flexible platform that can integrate automation, unlock greater operational visibility and continuously adapt as customer expectations evolve," Sibal said.

For Manhattan, the Pet Circle deployment adds to its presence in Australia's retail and supply chain technology market, where warehouse operators are investing in software and equipment to handle higher throughput and more complex fulfilment demands. For Pet Circle, it provides an operational base for further changes to warehouse processes as eCommerce volumes continue to rise.

The retailer is now using information from the system to optimise operations across the network while assessing additional automation options for its fulfilment footprint.

"Pet Circle's transformation demonstrates how the right technology foundation can help businesses improve fulfilment performance today while supporting long-term growth and innovation," Sibal said.