GEODIS makes Malsfeld the European hub for Lovevery as €2 EU fee looms

GEODIS has designated its multi-user facility in Malsfeld, Germany, as the new European distribution hub for Lovevery, completing a relocation from Hamburg that began at the start of 2025. The deal lands less than a fortnight before the EU introduces a €2 per line handling fee on predominantly eCommerce goods entering the Union from 1 November — a charge that will reshape cost calculations for exactly the kind of business-to-consumer flows Malsfeld now handles.

Lovevery, a global early childhood development company selling educational toys, books and learning programs, moved its European eCommerce logistics operations from Hamburg to Malsfeld in early 2025. The relocation followed the start of the wider relationship: GEODIS began managing Lovevery's supply chain operations in May 2024.

The move has evidently worked for both sides. Following the successful transfer of Lovevery's European distribution activities to the Hessian site, the company has extended its contract with GEODIS.

What does the Malsfeld hub actually do?

The facility consolidates what were previously separate logistics functions under one roof:

• warehousing
• inventory management
• order fulfillment
• international shipping

By combining these services at a single location, Malsfeld provides what GEODIS describes as the reliable, flexible and scalable logistics support Lovevery needs to keep growing across Europe. For a direct-to-consumer brand, co-locating fulfillment and international shipping in one multi-user site cuts handoffs — the point in any eCommerce chain where delays and cost creep typically enter.

Roderick Morris, cofounder and president of Lovevery, framed the commercial logic in terms of demand and visibility. "GEODIS offers us logistics solutions in order to keep pace with that demand. The Malsfeld facility gives us the flexibility, reliability, and real-time visibility needed to stay focused on the families we serve," Morris said. "We're excited to see Lovevery's growth across the region continue with their support."

How big is the client behind the deal?

Lovevery was last valued at more than $800 million in a 2021 funding round, according to the Wall Street Journal. The privately held company has not disclosed a valuation since — meaning the figure is nearly five years old and likely understates the business GEODIS is now anchoring in central Germany.

For GEODIS, winning an extended contract with a subscription-driven, high-growth eCommerce brand secures recurring warehouse and fulfillment volumes at a multi-user site where fixed costs are shared across clients. That model matters more from November, when the EU's new €2 per line handling fee begins eating into margins on eCommerce consignments entering the bloc — a cost shippers and their 3PLs will have to absorb, pass on, or restructure around.

What else is GEODIS committing to?

The Lovevery announcement is not the only capital commitment GEODIS has made this month. Earlier in October, the French logistics group signed a firm order for 110 44-tonne electric trucks for its European road transport operations, with delivery expected by May 2027.

GEODIS said the order reaffirms its commitment to accelerating the electrification of its European fleet — roughly a truck a fortnight arriving on average across the 19-month delivery window if the schedule holds. For shippers with Scope 3 emissions targets, a 3PL investing in heavy electric tractors at this scale extends decarbonization options beyond the parcel and last-mile segment where electrification has so far concentrated.

The timing links the two stories. A distribution hub win for an eCommerce brand, a firm order for electric line-haul capacity, and the arrival of the EU's per-line customs fee all point in the same direction: European logistics providers are positioning infrastructure and fleets for a market where cross-border eCommerce compliance costs rise and shippers reward consolidators who can absorb them at scale.

The €2 fee takes effect on 1 November, giving Lovevery's rivals and their forwarders two weeks to ask whether their own distribution setups are built for what follows.