Pet Circle builds fulfilment foundation for continued ecommerce growth with Manhattan WMS

SYDNEY, Nov. 12, 2026 /PRNewswire/ -- Manhattan Associates Inc. (NASDAQ: MANH) has partnered with Australia's largest online pet retailer, Pet Circle, to modernise its national fulfilment network with Manhattan warehouse management system (WMS). This partnership has created a digital foundation for warehouse automation, improved operational efficiency and faster delivery as the online retailer continues its rapid growth.

As a 100% ecommerce business, Pet Circle had relied on a bespoke WMS for more than 13 years. While the platform had successfully supported the company's early growth, increasing order volumes and manual warehouse processes were making it more difficult to scale efficiently and support future automation.

Pet Circle selected Manhattan WMS to support its long-term growth strategy and automation roadmap. A key factor in the decision was Manhattan Associates' local implementation team, whose close collaboration helped configure the solution around Pet Circle's operational requirements.

The implementation began at Pet Circle's Sydney fulfilment centre before being rolled out across facilities in Victoria, Queensland and Western Australia, creating consistent warehouse processes across the retailer's national network. Shortly after the initial go-live, Pet Circle introduced autonomous mobile robots (AMRs), automated packing systems, and conveyor and sortation technology, with Manhattan WMS serving as the platform connecting these technologies across its fulfilment operation.

Andrew Haverfield, Head of Innovation Supply Chain at Pet Circle, said the move to Manhattan WMS was driven by the company's long-term growth strategy.

"As a fast-growing ecommerce business, we needed a warehouse management platform that could grow with us. Our previous system had served us well for many years, but we'd reached the point where manual processes were making it harder to keep pace with increasing demand and deliver the level of service our customers expect," Haverfield explained. "Manhattan WMS has given us a modern foundation for our fulfilment network. We've been able to standardise processes across our sites, introduce warehouse automation and better manage peak trading periods, while creating a platform that can continue to evolve alongside our business."

Since implementing Manhattan, Pet Circle has streamlined previously manual warehouse processes, improved operational consistency across its fulfilment network and strengthened its ability to manage peak trading periods. During the last Black Friday sales event, the retailer maintained same-day and next-day delivery services throughout almost the entire peak period – a significant improvement on previous years, when elevated order volumes could impact fulfilment for one to two weeks afterwards.

The solution has also delivered greater visibility across warehouse operations, providing richer operational data and audit trails that enable faster issue resolution, continuous optimisation and more informed decision-making. Pet Circle is now using these insights to further optimise its operations while exploring future automation opportunities across its fulfilment network.

Raghav Sibal, Vice President APAC at Manhattan Associates, said modern fulfilment operations require cloud native technology that can continually evolve alongside the business.

"To support today's speed of operations, retailers need a flexible platform that can integrate automation, unlock greater operational visibility and continuously adapt as customer expectations evolve," said Sibal. "Pet Circle's transformation demonstrates how the right technology foundation can help businesses improve fulfilment performance today while supporting long-term growth and innovation."

Looking ahead, Pet Circle plans to continue optimising warehouse processes across its national fulfilment network while evaluating further automation opportunities to support future growth.

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About Manhattan Associates

Manhattan Associates is a global technology leader, providing supply chain and omnichannel commerce solutions with unmatched AI capabilities. We design, build and offer best-in-class, AI-powered, cloud-based solutions that drive resilience and efficiency for businesses. We enable enterprises to uniquely unify front-end sales with back-end supply chain execution. 

Our commitment to innovation, cloud-native platform and API-first architecture create simpler experiences and faster paths to value for our customers. We empower them to preempt and react to emerging trends and global disruptions with technical expertise and operational confidence, transforming challenges into competitive advantage. For more information, please visit www.manh.com.au