Big Fire at E-Land Logistics Center Threatens New Balance Stock Ahead of Black Friday
Creatrip Team
4 months ago
A massive fire at E-Land’s flagship logistics center in Cheonan has left the facility largely destroyed and put up to 11 million clothing and shoe items at risk. The center, one of Asia’s largest, handled inventory for E-Land brands including New Balance, SPAO, and Who.A.U, and supplied both online and offline orders. Although the group activated alternative logistics (omnichannel operations) and redirected shipments from other hubs to reduce disruption, many online orders were canceled or delayed and several popular items—especially New Balance running shoes—showed as sold out. E-Land is using other warehouses and its factories to speed production and expects some shipments to resume from Nov. 19; however, shortages and delivery delays could continue into the Black Friday and year-end sales period. The company says holiday discount events may proceed differently by brand and decisions will be made case by case.
