The Warehouse Transformation of a Retail Giant
Oct 21, 2026
Frasers Group Goes Live on Dynamics 365 Warehouse Management: Building a Platform for Future Growth
After 18 months of collaboration, planning, design, testing, and preparation, we're proud to celebrate a major milestone alongside Frasers Group: the successful go-live of Microsoft Dynamics 365 Warehouse Management in Warehouse-Only Mode (WOM) at their Antrim distribution operation.
For InterRadish, this project has been about far more than implementing a new warehouse management system. As a strategic warehouse partner, we have been involved in the earliest stages of the program, helping shape the solution approach and ensuring it aligned with Frasers Group's long-term operational goals. Working alongside Frasers Group, Microsoft, and Binary, we led the design and configuration of the warehouse management solution, supported testing and go-live activities, and helped create a platform that enables future growth, automation, and continuous improvement.
Supporting a Retail Giant's Growth Journey
Frasers Group has transformed significantly over the past decade. Operating more than 1,500 stores across 20+ countries and employing over 30,000 people, the company has become one of the UK's largest retail groups with a portfolio spanning sports, premium, and luxury brands. Their continued investment in stores, customer experience, and digital transformation has helped shape a business that is constantly looking ahead.
As part of that wider transformation journey, Frasers Group and Microsoft had already established a strong partnership focused on modernizing and scaling the business. Warehouse Management became a new and important workstream within that strategy, creating an opportunity to rethink the systems and processes supporting Frasers' growing distribution operations.
This is where InterRadish and Binary became involved. InterRadish brought specialist Dynamics 365 Warehouse Management expertise, while Binary focused on integration and development capabilities required to support the wider solution.
Together with Frasers and Microsoft, the focus was on designing a future-ready warehouse platform capable of supporting the business's scale, complexity, and ambitions.
The objective was never simply to replace an existing system. Frasers needed a warehouse platform that could:
- Scale alongside a rapidly growing business
- Support future automation initiatives
- Increase operational visibility and resilience
- Adapt to changing business requirements
- Provide a long-term foundation for continuous improvement
This vision ultimately led to the implementation of Microsoft Dynamics 365 Warehouse Management in Warehouse-Only Mode (WOM).
Why Dynamics 365 Warehouse Management?
For Frasers, the attraction of Dynamics 365 went beyond warehouse functionality.
The business needed a platform that could support today's operational complexity while providing a clear roadmap for tomorrow's ambitions. Dynamics 365 Warehouse Management delivers that balance by combining robust warehouse capabilities with the flexibility of the wider Microsoft ecosystem.
Just as importantly, this program was built on a close partnership between Frasers Group, Microsoft, InterRadish and Binary from the outset. As Warehouse Management became a key workstream within Frasers' broader digital transformation journey, Microsoft's product teams were actively involved throughout the proprogram, working alongside the project team to help shape and validate the solution.
This level of collaboration ensured that the platform could support Frasers' high-volume and complex warehouse operations today while continuing to evolve alongside future business requirements. It also provided direct access to Microsoft's product expertise, helping align the solution with both current operational needs and the long-term roadmap of the Dynamics 365 platform.
The 18-Month Implementation Journey
InterRadish led the end-to-end design and configuration of the Dynamics 365 Warehouse Management solution, working closely with Frasers Group, Microsoft, and Binary throughout the program. Frasers brought the operational requirements and business vision, while InterRadish translated those requirements into a scalable warehouse solution capable of supporting the operation complexity. Microsoft remained closely involved from a product and roadmap perspective, and Bprogramyed a key role in integrations and development. The teams collaborated to deliver a platform that supports both current operational needs and future growth.
The program followed a structured approach that moved from strategy and solution design through configuration, testing, user readiness, and go-live support. Across all stages, the focus remained on ensuring the solution could support Frasers' complex warehouse operations while creating a foundation for future growth, automation, and continuous improvement.
From the outset, a key objective of the program has been to enable the Frasers team to take ownership of the solution. This aligned strongly with Frasers' own approach, with the internal team playing an active role throughout design, testing, training, go-live, and hypercare. The focus has been not only on delivering the WMS solution, but also on building the knowledge, experience and capability required to own, support, and continuously evolve it in the years ahead.
What This Implementation Delivers
The successful Antrim go-live lays the foundation for the next stage of Frasers' warehouse transformation.
The Dynamics 365 Warehouse Management platform has been designed to help support:
- Business growth and operational scalability
- Future automation and warehouse innovation
- Greater visibility across warehouse operations
- Evolving business requirements and new capabilities
- Long-term continuous improvement
While the full benefits will continue to be realized over time, the platform now provides Frasers with a modern foundation on which future operational improvements can be built.
The Journey Continues
While the Antrim go-live is a major milestone, it is far from the destination.
The next phase of the program includes:
- Implementing sorter automation
- Rolling out additional functionality developed in collaboration with Microsoft
- Continuing operational optimization initiatives
- Expanding the value delivered through the Dynamics 365 platform
As Frasers continues to grow, the focus remains on building this foundation and unlocking further opportunities for efficiency, automation, and continuous improvement.
We are proud to have been part of the WMS program, helping shape the solution and supporting Frasers through this important milestone. The successful Antrim go-live marks the beginning of the next chapter, providing a foundation on which Frasers can continue to build, optimize, and innovate as the business grows.
Jakob Vesteergard, Warehouse Product Manager at Frasers Group, says,” This program was never simply about implementing a new warehouse management system. We set out to create a platform that could support the scale, pace, and ambitions of our business for years to come. The collaboration between Frasers Group, Microsoft, and InterRadish has been instrumental throughout the journey. The successful Antrim go-live is a major milestone and provides a strong foundation for future automation, continuous improvement, and growth across our operations."
Congratulations to everyone from the InterRadish team who contributed to this achievement. We're looking forward to what comes next. 🚀
