10 years of partnership between Viaposte and Kiabi, the leading affordable fashion brand
Today, ready-to-wear retailers must ensure smooth, reliable, disruption-free in-store distribution while keeping the environmental footprint of transporting their products under control. In this context, choosing the right transport partner becomes a key lever.
For ten years, Kiabi has trusted Viaposte to distribute and secure part of its store replenishment flows, within a framework of sustainable collaboration and continuous improvement.
The foundations of a sustainable partnership
From the very start of the collaboration, the ambition was clear: to work with a partner capable of going beyond simple transport execution, actively engaging in understanding in-store constraints, adapting transport schemes, and building solutions tailored to the activity peaks of the textile retail sector.
This collaborative approach now enables teams to work within “a continuous improvement mindset, with regular exchanges and shared performance management,” adds Suleiman Bechker, Head of Business Operations, Parcel Services and Client Performance Management.
A logistics organisation designed to simplify store operations
Viaposte currently manages distribution to 60 Kiabi stores, spread across several regions, notably Auvergne-Rhône-Alpes and Centre-Val de Loire. This territorial organisation, overseen by Viaposte, ensures a consistent level of service while taking local specificities into account, including store opening-hour constraints, point-of-sale accessibility, and volume fluctuations linked to commercial periods.
In 2025, approximately 210,000 boxes were delivered across this perimeter. This volume highlights Viaposte’s ability to absorb significant flows while maintaining a high level of reliability and service quality, thanks to proactive coordination between Viaposte’s operational teams and Kiabi’s transport management.
Replenishment lead times aligned with business objectives
One of the key indicators of the partnership is store replenishment lead time. With a target of next-day (D+1) delivery, 2025 performance exceeds the objective and shows improvement compared with 2024 :
- EPC Auvergne–Rhône-Alpes zone: 0.9 days (vs. 1.1 days in 2024);
- EPI Centre zone: 0.79 days (vs. 0.84 days in 2024) ;
- EPG North zone: 0.28 days (vs. 0.30 days in 2024).
These results stem from joint efforts to optimise delivery routes, adjust transport plans, and closely monitor performance indicators, shared between Viaposte and Kiabi teams.
Performance and responsibility: a shared trajector
Over the years, the collaboration between Kiabi and Viaposte has also incorporated challenges related to reducing the carbon footprint of transport flows. Route optimisation, the rationalisation of logistics schemes, the deployment of low-carbon transport solutions, and the ongoing search for more efficient approaches all contribute to limiting the environmental impact of deliveries.
Aligned with the commitments of La Poste Group, championed by Viaposte for more than three years, the company supports Kiabi in a gradual decarbonisation strategy that reconciles operational performance with environmental responsibility, without compromising service quality.
A future-focused partnership
Building on ten years of collaboration, the partnership between Kiabi and Viaposte illustrates the ability of two players to evolve their practices together in response to the challenges of a highly competitive sector. Delivery reliability, continuous improvement in lead times, strong on-the-ground proximity, and environmental commitment now form the pillars of this long-term relationship.
By combining logistics performance with environmental responsibility, Viaposte confirms its position as a strategic logistics partner, supporting Kiabi’s operational and commercial ambitions and, more broadly, the responsible transformation of transport and distribution chains.
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