Maxoptra Helps Ash Logistics Automate Furniture Deliveries

How Ash Logistics Boosted Deliveries by 70% with MaxOptra’s Smart Route Planning

When Ash Logistics, a specialist in nationwide furniture delivery, sought a way to scale operations without compromising on service, MaxOptra’s dynamic route planning and scheduling software proved to be the answer. Known for transporting premium furniture brands such as Graham & Green and Cox & Cox, Ash Logistics offers a high-touch ‘white glove’ service across mainland UK.

After implementing MaxOptra, the North London-based company reported a 70% increase in weekly deliveries—rising from 300 to 500—and anticipated doubling that figure in the run-up to the peak festive season.

From Manual Planning to Smart Automation

Before adopting MaxOptra, Ash Logistics relied on a manual approach to delivery planning—functional, but time-consuming and resource-heavy.

“Our planning process worked, but it was slow and labour intensive,” explained Alan Watson, Logistics and Systems Manager at Ash Logistics. “As a business built on the principle of being ‘personal yet automated’, we were keen to find a system that could help us plan deliveries more efficiently while maintaining the level of service our customers expect.”

With MaxOptra’s cloud-based multi-drop planning software, Ash Logistics automated the import of orders from its network of high-end online furniture retailers. Customers were offered pre-selected delivery slots—allowing them to confirm or reschedule—before the system optimised routes based on location, vehicle capacity, and driver availability.

The result? A streamlined operation that handled significantly more deliveries without requiring additional back-office support.

Designed for Growth and Service Excellence

Watson was enthusiastic about the results:

“We’ve been over the moon with both the solution and the service from MaxOptra. It’s enabled us to grow our capacity dramatically without needing to expand our admin team. That’s a huge win, especially during seasonal peaks. More importantly, we’ve been able to scale without sacrificing the high standard of customer care that sets us apart.”

By using MaxOptra as their delivery route planner, Ash Logistics not only improved operational efficiency, but also reinforced its commitment to excellent service. Their end-to-end process includes post-delivery customer surveys, which consistently return glowing feedback such as:

“Excellent at organising my delivery,” “Great communication,” and “Felt like you were communicating with real people!!!”