Case Study

LET’S SET THE SCENE

citizenM is a global hotel brand redefining affordable luxury for modern travellers.

Since opening its first hotel in Amsterdam in 2008, citizenM has expanded to some of the world’s most vibrant cities, offering a seamless blend of style, comfort and technology.

THE HIGHLIGHTS

  • Scaled logistics efficiently across continents

  • Reduced inventory costs and improved availability 

  • Automated and simplified logistics and procurement

  • Improved delivery precision to meet operational needs

  • Supported rapid global expansion with a future-proof logistics model 

  • Introduced 4PL solutions with a global control tower

THE CHALLENGE

With an integrated approach to hotel development, citizenM’s global expansion includes acquisitions, investment, design, procurement, construction and operations.

citizenM required a logistics partner to address multiple complex supply chain requirements including:

 

  • Order Management – From PO to final mile delivery, integrating digital solutions for each hotel to place stock orders efficiently.
  • Inbound Freight Management – International freight consolidation, customs management delivery from global suppliers into key markets.
  • Global Fulfilment – to ensure a robust logistics network to prevent any operational disruptions.
  • Pre-Financing & Invoicing – Short term funding of inventory and accurate invoicing and cost allocation across multiple territories .
  • End-to-End logistics solutions for Hotel launches – to streamline complex supply chain requirements for multiple hotel projects around the world.

THE SOLUTION

SEKO 4PL brings bespoke supply chain solutions. For citizenM, SEKO offered a complete suite of supply chain solutions under a global control tower based in the United Kingdom.

Key elements of SEKO's 4PL solution include:

Global Supply Chain Control & Demand Planning

  • Using AI-driven demand planning, SEKO assesses inventory levels worldwide, ensuring optimal stock availability while reducing cash flow pressures with a target of cutting inventory holdings by up to 15%.

Automated Inbound Freight Management

  • SEKO manages all inbound freight moves - from origin to warehouse, raising purchase orders, supplier coordination, shipment consolidation and customs clearance, minimizing manual intervention with automated workflows.

Warehouse Management

  • Strategically located warehouse hubs in Rotterdam, Netherlands and New Jersey, U.S with complete flexibility to cater for demand levels.

Final Mile Deliveries

  • SEKO provides final mile delivery solutions, ensuring orders arrive at hotels on time and with the correct handling requirements. White glove services are also available for high value and fragile items such as artwork and custom furnishings.
  • Deliveries are optimized for urban environments, utilizing a consolidation delivery plan to drive efficiency, tail lifts and other specialist equipment to meet strict hotel delivery standard operating procedures (SOPs).

Integrated Digital Solutions & Webshop Implementation

  • SEKO has developed a website and a Shopify Plus-powered webshop, that is integrated into citizenM’s ERP system, allowing hotel teams to place orders effortlessly.
  • ·Hotel teams across the globe can independently manage stock requirements with orders integrated into SEKO’s Warehouse Management System (WMS) and Transportation Management System (TMS) for fulfillment.

Pre-Financing & Cost Allocation

  • SEKO processes and funds all inventory purchases, paying for goods on citizenM’s behalf, for a maximum of 15 days, which also ensures accurate invoicing and cost allocation.

Added Value Services for hotel Launches

SEKO provides kitting services for new hotel openings, assembling pre-packaged “Room in a Box” kits containing all the essential items for each hotel room.

THE RESULT

A supply chain partnership between citizenM and SEKO has enabled this dynamic hotel chain to use supply chain management as a competitive advantage:

  • Scaling efficiently across multiple continents using SEKO's global network.
  • Reducing inventory holding costs while ensuring product availability.
  • Automating and streamlining PO management, inbound logistics and order fulfilment.
  • Enhancing last mile delivery precision, meeting strict hotel SOPs.
  • Simplifying procurement and cost allocation through integrated digital solutions using the latest AI technology.

SEKO’s bespoke and tailored approach to address citizen M’s supply chain challenges has ensured a future-proof 4PL logistics model that supports expansion plans worldwide improving global operational efficiency.

The partnership extends beyond traditional supply chain models and is an example of how SEKO 4PL solutions can provide tailored logistics support for growing business models.

TONI HINTERSTOISSER
Vice President, Asia at citizenM Hotels
"As citizenM continues to expand globally, having a logistics partner that truly understands our needs has been crucial. SEKO’s seamless supply chain solution has transformed how we manage procurement, inventory and deliveries across multiple continents. Their expertise in demand planning, last mile logistics and digital integration has not only streamlined our operations, but also driven real value across our supply chain. With SEKO’s support, we can scale efficiently while maintaining the high standards our guests expect. SEKO is more than a logistics provider—they are a true partner in our growth."

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