They were there to raise a glass to the launch of The Sherway Group, which formally combines sister companies Sherway Warehousing (celebrating its 30th year of business), Rock City Cartage (15th anniversary), and Sherway Logistics under one banner, as an asset-based, full-service, customized logistics and supply chain provider, based out of Mississauga.
“Our new identity repositions our three companies as a cross-divisional collaboration in supply chain management,” says founder Paul Rockett. “Customers today are looking for more than great service at a good price. They need a partner to provide them with reliable single source solutions.”
Through a commitment to exceeding customer expectations, and cutting-edge technology, Sherway operations have grown from 18,000 square feet, 15 power units, and two employees 30 years ago, to over 1 million square feet, 75 power units, and 250 employees in 2008.
Today, The Sherway Group is a $50-milllion business. The new company motto is: “Delivering the right fit.”
“It’s repositioning our company in the marketplace, or a rebranding if you will, of The Sherway Group as a solutions provider,” says Andrew Kirkpatrick, director of sales and marketing.
The amalgamation under one name adds clarity to the Sherway brand. And, it’s already paying dividends.
“Absolutely, it already has,” he adds. “It repositions us, No. 1 in the minds of our existing clients, and No. 2. in the marketplace for people who didn’t know us. [The three divisions] all had good brand equity, but a lot of people didn’t know they were all owned by the same person.”
Rock City Cartage was founded 15 years ago to transport Sherway Warehousing’s business, and has since created a lot of business on its own, offering full load, and less-than-load service.
“There are very few companies with a very strong warehousing side, and a very strong transportation side,” Kirkpatrick says. “We can do both, and it’s a great synergy between the two – it’s a one-stop shop.”
Focusing on food and beverage, and consumer products, The Sherway Group has collectively built up a client list well into the hundreds – from big name accounts like Bacardi, Molson Canada, Ocean Spray, Cadbury-Schweppes, and Unilever, to smaller companies. Equipped with technologies like conveyor systems, web-based document imaging, online report delivery, GPS tracking, and high-speed uplinks with remote warehouses, they’ve become known for their speedy, accurate, and flexible service.
“We customize solutions for every client,” Kirkpatrick says. “Every client has a different need.”
“These days a lot of companies are putting demands on their warehousers – like Wal-Mart charging late fees. It makes on-time performance, and picking accuracy critical. We’re really an important partner with the manufacturers, and suppliers.” That includes “more and more” American firms supplying Big Box retailers like Canadian Tire and Wal-Mart.
“We will bring their finished goods in from the U.S., store them here in a warehouse, and then distribute them across the country. It’s really seamless for them,” he says. “We’re basically an extension of their American operation.”
Sherway Logistics was launched in January to complement the other two divisions. It offers customers everything from one transportation service, right through to complete network management, It can help clients create effective business plans, and quickly uncover options that save them money. And their in-house application to manage the client’s order and invoicing process results in improved order flow, reduced number of clerical hours, seamless integration between inventory and accounting systems, and cost savings from having nothing to outsource.
“I think logistics and supply chain management is such an important part of every company’s business mode,” he observes.
They’ve jumped on the trend toward such value-added services as product repacking, labeling, advance shipping notices, and translations.
He cites the example of Bacardi giving away a keychain tied to a bottle of rum. “We will repack, or on-pack it,” he relates. “In the past, we would have shipped that from our warehouse to a co-packing company and brought it back. The value-added component is there. It’s a very, very big growth area for us.”
According to Kirkpatrick, The Sherway Group is “growing year after year, probably at about 165 per cent per year.”
When asked what distinguishes the company, he responds, “You know what? Warehousing is a square box. Anyone can own and buy a box, and say they’re a moving company. The real difference is the people who work for us, and the ingrained corporate culture -- never say no to customers.
“It comes from Paul. The customers realize that we’re very, very flexible,” he continues. “They’ll call us up on a weekend and we will make it happen. That’s the real difference. It’s understanding the needs of the client and being able to react in a timely manner.”
Looking ahead to retirement five years or so down the road, Rockett is putting a senior management team in place, before handing the reins over to his son Mark (manager of logistics services).
Kirkpatrick says this represents a “huge paradigm shift” for both Rockett (who made all the decisions for the first 29 years), and the company.
“His style is very much changing,” he adds. “He’s part of a CEO group in Mississauga.”
While Sherway/Red Rock kept a relatively low profile in the past, Kirkpatrick sees the rebranding as a perfect vehicle for, “getting the name out there in the marketplace.”
“That’s driving sales and driving new opportunities -- mostly through referrals -- which is very, very positive,” he adds.
“We’re pretty confident in the value we have in our business, to grow for many years to come.”
