Personal & flexible
25+ years of experience
99.98% performance guarantee
Personal & flexible
25+ years of experience
99.98% performance guarantee
Pink Gellac
Pink Gellac scales smart and sustainably with Monta
Pink Gellac is the Dutch market leader in gel nail polish and has been growing fast for years, both online and offline — with its own Brand Stores and a presence at DOUGLAS in the Netherlands and Belgium. Monta has been Pink Gellac's fulfilment partner for years, and thanks to continued growth and international expansion, both parties have taken their partnership to a new level.
800,000
orders per year
1-2
business days delivery
4.5/5
customer rating
Monta has been our fulfilment partner since 2013, and together we've driven our growth. They even built a custom order-picking system for our products so we can process orders extremely fast. Dutch consumers can order online with us until 11:45 PM and receive their order the next day, thanks to that efficient way of order picking. Germany is a major market for us. However, it makes a big difference for German consumers when you have a German webshop and can ship products (and accept returns) within the country's borders. That simply feels very reliable to German consumers. On top of that, delivery times are shorter when you work with local stock, so it's great that Monta has a warehouse there! The flexibility Monta offers us is enormously important to us. Very pragmatic, short lines of communication, solution-oriented thinking, professionalising end-to-end processes together with clear agreements and lean meeting structures. A really great partnership!
Sander Groenendijk
CFOO at Pink Gellac
Pink Gellac scales smart and sustainably with Monta
The challenge: growth, complexity, and the drive to become more sustainable
Pink Gellac gives customers the option to order until 11:45 PM, with delivery the next day. At the same time, the brand now ships to customers in multiple European countries and supplies both its own Brand Stores and external retail partners. That requires a logistics process that isn't just fast, but also flexible enough to grow along with the business.
As a B Corp-certified brand, Pink Gellac also wanted to take further steps in sustainability, including reducing packaging material and creating job opportunities for people facing barriers to employment.
The solution: one automated fulfilment center in Bleskensgraaf
To structurally support this growth, Pink Gellac and Monta extended their partnership last summer and moved Pink Gellac's entire logistics operation to Monta's new, ISO-certified fulfilment center in Bleskensgraaf. At the end of 2025, Pink Gellac stopped its own packaging and assembly activities; these are now fully centralised at Monta.
The site is highly automated, featuring AutoStore storage, robotic arms, and intelligent sorting systems, among other things. Thanks to AutoStore, integrated with MontaWMS, order accuracy improves through automated pick-and-place processes, while human error is minimised and storage space is used to its fullest potential.
Once picked, orders pass through an automated packaging machine designed to reduce cardboard use per shipment by up to 30 percent. A direct contribution to Pink Gellac's sustainability goals, without compromising on speed or accuracy.
In addition, Monta provides jobs at the site for people facing barriers to employment, who also carry out logistics and assembly work for Pink Gellac. An approach that fits seamlessly with the sustainability ambitions of the B Corp-certified brand.
A linehaul has also been set up for the German market, allowing orders from Bleskensgraaf to be efficiently forwarded to Germany, close to the German customer.
The result: less complexity, more scalability
By centralising all activities in one automated fulfilment center, Pink Gellac gains more flexibility from a single stock location, resulting in fewer transport movements. This makes Pink Gellac's logistics operation future-proof, fitting the brand's omnichannel model and its further international distribution.
Ready for the next phase of growth
With a highly automated fulfilment center, smart automation, and an efficient linehaul to Germany, Pink Gellac is ready for further growth, both in the Netherlands and Belgium and in new international markets.
Turn an ordinary Tuesday into something special
About Pink Gellac
Pink Gellac has been the Dutch market leader in gel nail polish since 2013, making professional gel nail polish accessible for home use with popular starter kits. The brand is active in the Netherlands, Belgium, France, Germany, Italy, Austria, Switzerland, Hungary, Spain, Portugal, Ireland, Norway, Sweden, Finland, and Denmark, with both a strong webshop and physical Brand Stores.
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