Just in time for Advent: New location for Super Streusel
When the snow starts to fall and mixing bowls clatter in kitchens, it's peak season in Streuselhausen. Because Advent is baking season! To create more space for the increasing logistics volumes at Superstreusel.de, LogistikPlan helped set up the new home in Hamburg Altona with an ambitious location and warehouse concept.
Kostprobe gefällig? Hier sind die ultimativen Tipps ✨ vom LogistikPlan-Team für die Weihnachtsbäckerei!
Ob WeihnachtsWusel oder WichtelWald, RentierRummel oder SchneeStürmchen ❄️ – die farbenfrohen StreuselMixe, SuperDrips und Zuckerfiguren verwandeln Plätzchen in kleine Kunstwerke.
Zu den Bestsellern in der Weihnachtszeit gehören nicht nur Streusel-Mischungen wie PlätzchenHeld, WildeWeihnacht und AlleJahreWieder, sondern auch der Super Streusel Adventskalender, eine komplette Schatztruhe für alle Backwichtel! ☃️
Super Streusel specializes in creative cake decorations – as a brand "Made in Germany," but also as a trendy online shop and social media inspiration for all baking enthusiasts. Behind the multi-award-winning brand is a young, dynamic e-commerce company, run by the pastry chef daughters Kati and Dani. For customers, it's not just about trendy baking ideas, but also about on-time delivery. After all, baking is always a matter of timing – whether it's birthday cakes or wedding cakes, or Christmas cookies. 
What's the secret to the two founders' success? "With our colorful sprinkle mixes and glazes, we make decorating cakes child's play and thus hit the hearts of hobby bakers," says Kati Decker. "But we also value superb product quality, fast logistics, and our close personal contact with our growing online customer base!" So it's no wonder that the sprinkle business, founded in 2018, is bursting at the seams. Now, the Hamburg-based company, together with LogistikPlan, has successfully made the leap into the future.
Intralogistics for Streusel: Dynamics and Scalability Required
For the new company location, rapid planning and a professional logistics solution were essential. Super Streusel had to vacate its outdated building on Kieler Straße by June at the latest and find a new facility in time for the start of the Christmas season. The biggest hurdle was finding a building in Hamburg Altona with suitable warehouse space, offices, and production facilities for the approximately 60 employees.
Therefore, in parallel with the site search, LogistikPlan, together with the Streusel team (always with delicious cake on the table!), defined the future requirements in two goal and process workshops. "Our main focus was on a smart picking concept and efficient packaging processes to be able to smoothly handle up to five-figure daily picking volumes," says Managing Director Jan Lühring. “For this, we need a logistics solution that can manage the fluctuating dynamics of online orders behind the scenes. And a fulfillment system that we can easily scale up to double-digit growth rates.”
Modern Shipping Warehouse: Challenge in an Old City Building
Although the search for a suitable property took around two months, the location decision was then made quickly – based on a building technology requirements profile and a forward-looking space calculation for several equipment options, developed by LogistikPlan. The new Streuselhausen facility in Altona now offers sufficient space for the rapidly increasing logistics volumes. The infrastructure in the old commercial building exudes a lot of artisanal charm, but – typical for many brownfield projects – also requires quite a few compromises: To achieve efficient material flows within the existing building structure, various options for a customized layout concept were devised – with short routes from goods receipt through production and the supply warehouse to order picking and packaging. Since this final material flow stage before shipping is particularly time-critical in the order processing workflow, the logistics planners selected a practical carton conveyor system that also simplifies handling for employees at the packing stations. To ensure compliance with the high industry standards for hygiene, quality assurance, and access control, appropriately separated room structures for food production had to be set up in the existing building. To decouple raw material delivery, batch mixing, and the storage of semi-finished goods from the shipping pace, the logistics planners determined a capacity requirement of more than 2,000 storage containers in the new Streuselhausen facility. However, low ceiling heights are not exactly desirable for an efficient warehouse with high-bay racking. The solution: thanks to the use of standardized storage boxes and plastic baskets, LogistikPlan harmonized the storage space dimensions, increased shelf heights with stacked containers, and conveniently housed all A and B items in compact picking channels.
