Fives drives Nike Israel fulfillment growth with rapid LUCI-Caja expansion at SELA Logistics
Supporting Growth Without Operational Complexity
The results highlight how modern fulfillment automation can grow in line with business demand while maintaining operational simplicity.
By extending the robotic footprint and increasing capacity within its existing operation, SELA Logistics significantly boosted throughput without introducing parallel processes. The project demonstrates how retailers and logistics providers can efficiently scale automated fulfillment while maintaining business continuity and consistent service in live operating environments.
As a leading third-party logistics providers, SELA Logistics must quickly adapt to changing customer requirements, seasonal demand fluctuations, and business growth. The flexibility and scalability of the LUCI-Caja solution by Fives Intralogistics enabled capacity to be expanded within the existing facility located in Ashdod, allowing this major 3PL player to respond rapidly to evolving fulfillment needs without affecting service levels.
The expansion was completed in May, within a one-week project timeline, including just three days of on-site implementation, allowing Nike Israel's fulfillment activities to continue with minimal interruption. By doubling the automated footprint and adding robotic capacity, SELA Logistics significantly increased throughput, while maintaining a seamless, unified fulfillment operation.
Expansion Project Highlights:
- Robot fleet increased by 86%
- Fulfillment locations served increased by 111%
- Daily order-line processing capacity increased by 100%
- Daily unit throughput increased by 100%
- Physical implementation was completed in only 3 days
The project demonstrates how software-driven warehouse automation can scale operational performance faster than the automation footprint itself. While the robotic fleet grew by 86%, both throughput and the number of locations served increased by more than 100%.
Software-Driven Scalability
At the heart of the expansion is LUCI-Caja, Fives’ robotic goods-to-person fulfillment solution, which orchestrates robots, inbound stations, picking stations, inventory management, and order flows through a unified software architecture.
The expanded robotic area was created by repurposing warehouse space previously allocated to manual operations. Rather than establishing separate automation zones, LUCI-Caja seamlessly integrated the additional footprint into a single operating environment.
As a result, both the original automated area and the newly expanded section now function as one cohesive fulfillment system serving Nike Israel. The expansion required no redesign of fulfillment processes, no workflow segmentation, and no major operational restructuring. Through software-driven orchestration, the platform absorbed the additional robots and storage capacity, enabling rapid scaling with minimal operational risk and disruption.
Fives Intralogistics LUCI-Caja Nike illustration
Supporting Growth Without Operational Complexity
The results highlight how modern fulfillment automation can grow in line with business demand while maintaining operational simplicity.
By extending the robotic footprint and increasing capacity within its existing operation, SELA Logistics significantly boosted throughput without introducing parallel processes. The project demonstrates how retailers and logistics providers can efficiently scale automated fulfillment while maintaining business continuity and consistent service in live operating environments.
"Retail fulfillment operations need the ability to scale without complexity. This expansion shows how LUCI-Caja can absorb additional robots, storage locations, and operational footprint while maintaining a single, unified operation and delivering measurable business results", said Ilan Cohen, CEO of FIL Robotics.
"As a 3PL provider, we must constantly adapt to evolving customers’ demands and business growth. Our priority was to increase capacity for Nike Israel while maintaining operational continuity. The expansion was completed within a very short timeframe, and the transition was remarkably smooth. Within days, the enlarged robotic operation was functioning as a single integrated system, enabling us to significantly increase throughput. The flexibility and scalability of the LUCI-Caja solution gave us the confidence to rapidly expand capacity while maintaining the high service levels our clients expect", added Johnathan Grinbaum, CEO at SELA Logistics.
Fives Intralogistics LUCI-Caja Nike
Fives Intralogistics LUCI-Caja Nike
Fives Intralogistics LUCI-Caja Nike