Webinar: How Dubai CommerCity changes your Fashion Supply Chain

In these challenging times, Hellmann Fashion Logistics strive to give our customers the opportunity to learn and understand about the different solutions Hellmann has to offer in order to grow their business. In this regard, our first ever Global Fashion Webinar was held on 29. April 2021, hosted by Torsten Katzor, Global VP Fashion Logistics. The topic covered was about the Dubai CommerCity, Dubai’s first freezone totally dedicated to E-Commerce customers.

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Our Guests:

We had the honor of Sharjeel Moin Akhtar, General Manager Business Development Dubai CommerCity and Ben Mclean, Head of eCommerce Dubai CommerCity joining the Webinar and giving some fruitful insights to our capabilities to support Small and Medium-sized Enterprises (SME). Also, we had our Hellmann colleagues Gordon Barnard, CCO MESA, and Aboobacker Ashraf, UAE eCommerce manager sharing some interesting thoughts.

The Background


In 2020, Hellmann Dubai and Dubai CommerCity signed a strategic partnership to support the customers with eCommerce business in the region, providing solutions such as warehousing and last mile delivery in partnership with DHL express UAE. Dubai CommerCity is the first free zone dedicated exclusively to E-Commerce. It’s a holistic environment to quickly setup and run E-Commerce business especially for SMEs.

Sharjeel Moin Akhtar, General Manager Business Development, Dubai CommerCity

Sharjeel Moin Akhtar, General Manager Business Development explained that “The Dubai free zone is one the oldest and most premium free zone within the MESA region. Five years ago, the decision was made to create a more specific and future oriented free zone. The idea and intention was to create a Silicon Valley for the Middle East, a one stop solution for the eCommerce customers.” Thus, customers can request all needed services for their E-Commerce business.

“The idea and intention was to create a Silicon Valley for the Middle East, a one stop solution for the eCommerce customers.”

To ensure premium quality service for the customers, Dubai CommerCity identified premium partners, such as DHL, who are responsible for the Last Mile Delivery and Hellmann Worldwide Logistics, who takes care of the entire warehousing services.

Gordon Barnard, CCO Hellmann MESA


The Findings:

Due to the pandemic, companies are facing many challenges to their supply chains. The customer behavior changed as many stores had to remain closed in some countries. Given this changing environment, it became even more important to have agile supply chains from the design up to the point of sales. That is the reason why trends in logistics are changing. Currently, Omnichannel and E-Commerce solutions are getting more interesting for customers.  

Ben Mclean, Head of eCommerce at DHL UAE


“As the market is changing, it gets more important to understand the customers’ needs. A research has shown that one crucial thing while online shopping still is the delivery. Customers want their delivery as fast as possible. Having a comprehensive network throughout the MESA and Africa region makes DHL a reliable partner for such a project”, said Ben McLean Head of eCommerce at DHL UAE.

“When it comes to transparency, we offer daily, weekly, and monthly reporting and real-time inventory visibility.”

Our Solutions

Hellmann is responsible for the multi-user warehouse location located in the heart of Dubai, with very close proximity DXB airport. With an expertise of more than 12 years in E-Commerce, Hellmann offers sophisticated end-to-end Supply Chain Solutions. “This means to provide custom-made solutions for our customers. When it comes to transparency, we offer daily, weekly, and monthly reporting and real-time inventory visibility through our Hellmann portal. In addition, we can create customizable KPIs to match the requirements of our customers, said Aboobacker Ashraf, Hellmann UAE eCommerce Manager.

Aboobacker Ashraf, Hellmann UAE eCommerce Manager


Our dedicated E-Commerce facility offers the following functions:

  • Temperature controlled
  • Facility is installed with no1 racking provider
  • Inside a free zone
  • Customizable storage solutions
  • Loading docks planned for small vans to 40’ containers
  • Value added Services such as Quality inspection, GOH handling, Ironing, Gift wrapping, special order instructions etc.

Your Contact

For more information on our E-Commerce Service in the MESA Region, please reach out to:

Torsten Katzor
Global VP Hellmann Fashion Logistics
E-mail: Torsten.katzor@hellmann.com

Gordon Barnard
Chief Commercial Officer, Hellmann MESA
E-mail: Gordon.Barnard@hellmann.com

Aboobacker Ashraf
E-Commerce Manager, Hellmann MESA
E-mail: Aboobacker.Ashraf@hellmann.com

Sherylyn S. Pondiong
eCommerce Senior Sales Manager, Hellmann MESA
E-mail: sherylyn.pondiong@hellmann.com


More Global Fashion Webinars

There will be Webinars on different topics concerning the Fashion Industry every couple of months. Please feel free to sign up if you would like to be informed about future Global Fashion Webinars.

>>Sign up here<<

Henrik Schütte

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