Leading the Automated Warehouse: A Conversation with Håkan Solarfs of Logcom

By Göran Arvidson, Owning Partner AIMS Sweden 

 

The world of logistics and supply chain is in constant motion. As a technologist at heart, I am fascinated by how new tools can reshape organizations. In times of rapid change, we must ask: what kind of leaders do we need to drive growth that is technical, economical, and sustainable?

I have had the privilege of working with Håkan Solarfs on several logistics assignments. Håkan has a unique ability to master the technical details while maintaining a keen eye for organization and leadership. In our latest conversation, I asked him about the evolution of his consultancy, Logcom, and his thoughts on the future of logistics.

Göran: Why did you leave the corporate world to become a consultant at Logcom?

Håkan: My biggest motivation is developing businesses where technology and processes work in harmony. For many years, I've worked with warehouse automation, a trend that has become incredibly strong. The chance to apply my experience to help companies navigate their development feels both inspiring and meaningful.

A key attraction of consulting is the opportunity to work closely with the market's leading automation suppliers. This allows me to stay current on the latest innovations. With a comprehensive view of the market, we can propose tailor-made solutions that are adapted to our customers' specific needs, helping them make well-informed decisions.

Göran: What does a typical day at Logcom look like?

Håkan: We work on warehouse logistics projects across the entire chain, from initial strategic discussions to implementing concrete measures. We often say we have the ability to “go up and down in the elevator”—one day we are in the boardroom presenting strategic choices, and the next we are on the warehouse floor ensuring those changes become a reality.

Göran: You mention warehouse automation is a strong trend. What's driving this in the industry?

Håkan: A major factor is the growth of e-commerce, which has created intense demand for faster, more efficient deliveries. At the same time, many companies are struggling to find the right workforce. Combined with shrinking margins, this has increased the need to reduce dependence on manual labor.

In parallel, technology has made automation more accessible than ever. Today, a wide range of suppliers offer smaller, flexible solutions, making it possible even for smaller companies to invest at a level that suits their needs and budget. These solutions can have a significant impact on daily operations and can scale as the company grows.

A Practical Guide to Getting Started with Automation

Göran: For what types of companies is automation relevant?

Håkan: Automation, in some form, is relevant for almost every company. It can range from simple truck management and conveyor systems to large-scale, complex solutions. The most important thing is to find a solution tailored to the specific processes and needs of the business.

Göran: How do you know what type of automation you need? Do you have any tips for companies considering it?

Håkan: While there is no universal formula for success, several factors are critical for any project:

• Define Your "Why": Understand your primary goals. Are you managing future growth, solving quality issues, or reducing costs? You must be able to clearly define your objective.
• Evaluate Investment and Payback: Greater automation often means greater savings but also higher initial costs. Analyze the financial case thoroughly.
• Consider Total Cost of Ownership (TCO): A component with a low purchase price can become expensive over time if it causes significant downtime or requires frequent maintenance.

This is where a partner like Logcom can add value, by helping companies identify these aspects early and make informed decisions.

Göran: Do you have any tips for companies that want to build an omni-warehouse?

Håkan: A centralized warehouse that handles multiple sales channels offers many advantages, including reduced safety stock, more efficient resource use, and better control. However, an omni-warehouse requires strategic planning, as different order flows have different needs. E-commerce often involves small, piece-picked orders, while store deliveries involve larger pallet or carton-level volumes.

Some important aspects to consider are:

• Flexible Layout: Start with your omnichannel strategy and adapt the warehouse layout accordingly. A uniform solution rarely fits all flows optimally, so create separate picking zones where necessary.
• The Right Level of Automation: Automation is an enabler, but it's crucial to find the right technology for each process. Incorrectly dimensioned automation can lead to overinvestment or inefficiency.
• A Powerful Warehouse Management System (WMS): A modern, flexible WMS is the key. It must handle multiple channels simultaneously and provide excellent control over order prioritization, stock levels, and traceability.
• Scalability and Adaptability: The warehouse must be able to adapt to changing customer behaviors. A future-proof solution must be both scalable and adaptable.

The New Leadership Model: How Automation Changes Everything

Göran: How will leadership and organization in the warehouse change as automation increases?

Håkan: This is a crucial question that must be addressed early. Automation brings efficiency, but it also reduces flexibility.

Historically, warehouses have been good at dealing with challenges by hiring more staff or creating temporary manual solutions. In an automated facility, this becomes much more difficult, as operations are heavily constrained by the design and capacity of the system.

This is why experience during the design phase is so vital—to ensure the chosen solution can deliver the required capacity. This reduced flexibility also means the logistics function can no longer be a mere recipient of information; it must be involved early in strategic and tactical decisions.

Automation places new demands on both staff and management. The ability to understand, interpret, and act on data becomes critical. Companies must not only attract new talent but also invest in training existing staff to retain valuable experience.

Automated warehouses function more like a production line. New roles become central, such as:

• Production Planning
• Analysis and Optimization
• Monitoring and Operational Control
• Troubleshooting and Maintenance

This requires a new approach to recruitment. An HR organization or manager hiring for an automated warehouse needs to think beyond traditional warehouse skills and focus on those required to run a highly automated, data-driven production environment.

Göran: Thank you, Håkan. We agree that leading in an automated warehouse requires a new way of thinking about skills. In many of our assignments, we've seen HR drive this change effectively, perhaps because the function itself is often quick to embrace data-driven work and new technologies like AI.

At AIMS International, we have extensive experience in identifying and developing the leaders needed for modern logistics and supply chain management. Please feel free to contact us for a discussion.

For more technical questions about warehouse automation, you can find Håkan Solarfs and his team at Logcom here.