Lovevery, the global early childhood development company renowned for educational toys, books and learning programs designed to help children and their parents, has selected GEODIS to establish its multi-user logistics facility in Malsfeld, Germany, as its new European distribution hub.
Now the facility is the center of Lovevery’s eCommerce logistics in Europe, after the company moved its distribution operations from Hamburg in early 2025. The move brings all the main logistics activities under one roof and provides the company with more flexibility as it expands its presence in the European markets.
The move also comes ahead of a major change in the European Union’s customs framework. Another hurdle for businesses dealing with cross-border shipments is the €2 handling fee per item line that is scheduled to come into effect on November 1, 2026, and primarily applies to eCommerce goods entering the EU. Learn more about the EU’s customs overhaul.
A logistics partnership for the long term
GEODIS started working with Lovevery in May 2024, when the logistics provider took over the company’s supply chain operations. The two companies have signed the extension of their contract after successfully relocating Lovevery’s European distribution activities to Malsfeld; a further strengthening of the collaboration with the growing demand for Lovevery’s products in the region.
The German site will provide a more integrated logistics operation, including warehousing, inventory management, order fulfillment and international shipping, all in one place. Also, the system offers the reliability, operational flexibility and scalability Lovevery needs to raise money to grow into Europe.
Serving families in other markets is key for the US-founded company, with visibility through the supply chain and the ability to pivot with changing order volumes.
“GEODIS provides us with logistics solutions to fulfilll that demand. “The Malsfeld location provides us with the flexibility, reliability and real-time visibility we need to stay focused on the families we serve. “We are excited to see Lovevery continue to grow across the region with their support,” said Lovevery cofounder and president Roderick Morris.
Lovevery was valued at over $800 million in a funding round in 2021, The Wall Street Journal reported. The privately held company has not released a more recent public valuation.
GEODIS accelerates fleet electrification
GEODIS has extended its logistics partnership with Lovevery and is making moves to cut emissions from its European road haulage operations.
This month the company said it had good orders for 110 electric trucks, each with a gross vehicle weight of 44 tons. Deliveries are expected to be completed by May 2027 and will add electric heavy-duty vehicles to GEODIS’ European fleet.
The order strengthens the company’s commitment to accelerating the electrification of its fleet, a key element of its efforts to build more sustainable road transportation operations, the company said.
The Malsfeld distribution hub and the electric truck order each reaffirm two complementary priorities for GEODIS in Europe: to reinforce the logistics infrastructure to support the growth of customers, and to invest in lower-emission transport capacity.
The expanded partnership provides Lovevery with a central platform for managing its European eCommerce distribution. This reinforces its positioning in support of international retail supply chains, while speeding up the transition toward electrified freight transport for GEODIS.
