ELC Land South African Brand in Record Time

Conceived and launched into a new market in record breaking time, Early Learning Centre is now available in South Africa's premier retailer, courtesy of Allport Cargo Services.

Not previously marketed in South Africa, ELC, Mothercare's range of kids' toys and activities, is now available at Woolworths, the premier African and Middle Eastern retailer.

The nation wide launch on 21st October has been particularly impressive as the project, encompassing 800 product lines, was conceived, developed and set-up within three months - as Alison Lloyd, the Kidswear Buying Manager at Woolworths commented. "It is surely a first in South African retail that a new range of this scale has been launched, in store, within three months of the project being initiated!"

Allport Cargo Services in Cape Town planned and shipped the range of almost 800 products from ELC DCs in the UK, China, Singapore and Dubai. In Cape Town, the toys were deconsolidated, ticketed and distributed to stores. Allport's freight management system LIMA (Logistics Information Management Application) provided visibility of all the toys from initial order through to final delivery for ELC, Woolworths and Allport project personnel.

For more information on Early Learning Centre or Alport Cargo Services, please contact Clyde Buntrock email