A port-centric approach to help improve supply chain efficiencies

01 October 2020


Character World is the UK’s leading manufacturer and distributor of licensed home textiles and accessories. The firm’s distribution network across EMEA, services retailers with bedding and textiles from all major entertainment companies. The focus is on high-quality and localised products, as well as innovation and service delivery.


The Port of Liverpool has been part of Character World’s supply chain for nine years. The firm utilises a 100,000+ sq ft multi-user warehouse for B2B and B2C distribution of its products including bedding and bean bags. The port facility also offers value-added services including rework, rebranding and bean bag filling on-site.capacity increase on CLdN’s Irish and UK services from continental Europe.


A base at the Port of Liverpool offers various advantages to Character World, allowing it to bring its product round to Liverpool from Felixstowe or Rotterdam on the port’s feeder vessel service. This enables the firm to reduce its carbon footprint as well as avoiding potential issues with road / rail haulage and it is significantly cheaper. An increasing part of Character World’s business is its direct to consumer model, which was already growing prior to Covid-19 but accelerated as a result of the pandemic. To meet growing demand, the business takes advantage of Peel’s partner Denholm Logistics to provide efficient and cost effective pick and pack capabilities. The ability of Denholm/Peel to be able to handle this increasing part of Character World’s business has been essential for the company during lockdown.


We have worked closely with the Peel Ports team at the Port of Liverpool over the last nine years. They have been really flexible and always identify new ways to support us, and in turn we have significantly improved the efficiency of our supply chain and the speed at which our customers receive their orders.

Adam Howarth, Supply Chain Director at Character World