FOR IMMEDIATE RELEASE – LOS ANGELES, August 16, 2023 — SDI Element Logic, a leading provider of materials handling systems and technology solutions to the retail, wholesale, fulfillment, and E-commerce industries, is happy to announce the successful, on-time Go-Live of its new AutoStore project in Sumner, WA, with long-time Element Logic partner Helly Hansen.

The performance ski and sailing apparel brand outfitted its Distribution Center with an AutoStore solution consisting of 50,000 bins, 36 robots, and 10 carousel ports, and is run by eManager software.

“The substantial reduction in product touches has enabled us to operate in a significantly leaner and more efficient manner,”

Pressed by rapid growth, Helly Hansen, selected Element Logic because of the capabilities of their U.S. team, extending their reach from Europe across the Atlantic, in a warehouse in the Pacific Northwest.

“The AutoStore solution has allowed Helly Hansen to scale our operation during this time of rapid growth,” Dave Hawkins, Environment Health and Safety Manager at Helly Hansen, said. “Along with giving us the ability to meet and exceed the expectations of our customers.”

Taking these factors into consideration, choosing the right partner was important for Helly Hansen’s success.

 “Element Logic has a proven track record of successfully completing and exceeding the expectations of Helly Hansen in Europe,” Brian Crowle, Account Executive at SDI Element Logic, said. “So, there was a lot of trust in us, and Element Logic’s global infrastructure was key.”

Having a global provider, with a strong presence in the U.S., that provided local support 24/7, factory-trained technicians, and industry-leading software were only a few of the things Helly Hansen had to have.

“Element Logic’s eManager software was developed to maximize the efficiency of AutoStore while offering fast deployment at a very competitive price,” Crowle added. “This played a key differentiator in the selection process.”

Headshot of Brian Crowle


SDI Element Logic, a division of Element Logic®, has been offering turnkey Materials Handling systems and solutions to brands all over the world since 1977. They are specialists in apparel sortation, unit handling, consulting, engineering and design, systems, and software integration. SDI Element Logic integrates various innovative technologies such as: AutoStore, Joey Pouch Sorter and Enzo AGV, and manufactures their own Tilt Tray Sorter and SORTRAK G4 — a Bomb Bay-style unit sorter. Headquartered in Melbourne, Florida, SDI Element Logic services domestic and international clients with operations across the Americas and has more than 400 Distribution Center systems installed. Learn more at www.SDI.SYSTEMS 

In 2022, SDI Element Logic was acquired by the Norwegian integrator, Element Logic® — the world’s first and largest AutoStore® partner. Their extensive experience in designing and installing tailor-made solutions that streamline customers’ workflow, along with their robotic solutions; material handling systems; and software and consulting services, help improve customers’ value chain become more profitable — meeting the end customer’s expectation of fast delivery. Optimizing warehouses of all sizes in a wide range of industries, including electronic components, parts distribution, consumer electronics, 3PL, pharmaceuticals, apparel, sports equipment, and more. Element Logic® is headquartered in Norway and owned by employees, with the European Private Equity company Castik Capital as the majority owner.  

Together, SDI Element Logic and Element Logic® operate worldwide. They had a total revenue of US $523 million in 2022, while forming a robust integrator with numerous years of experience in diverse technologies across the world. Their combined regional expertise provides the most competitive solutions across the globe. 

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Media Contact:

Maria Elena Ladrón de Guevara

Global Marketing Manager

(818) 890.6002 ext. 279, maria.elena@SDI.SYSTEMS