Geekplus is expanding its partnership with AS Watson Group, a health and beauty retailer. Watson Group said it is deploying an extensive order fulfillment system from Geekplus in the Benelux.
This deployment is AS Watson’s first mobile order fulfillment robot project in the Netherlands to support Dutch retailers Kruidvat and Trekpleister.
The Kruidvat and Trekpleister e-commerce distribution center is a three-floor warehouse, with goods handled on different levels. Geekplus’ robots operate on the top mezzanine of the warehouse.
“We’re proud to partner with AS Watson and to keep growing in the Benelux, one of our most important regions,” said Yujia Liu, Sales Manager at Geekplus. “With this deployment, they have not only achieved better storage utilization for their wide array of products, but also increased picking efficiency.”
Founded in 2015, Geekplus (Geek+) said that more than 800 customers use its AMRs to improve the flexibility, reliability, and efficiency of their supply chains. The company was recognized with a 2025 RBR50 Robotics Innovation Award for the deployment of its SkyCube automated storage and retrieval system (ASRS) with Unliver PLC.
Geek+ was recently listed on the main board of the Stock Exchange of Hong Kong Ltd. (HKEX).
AS Watson deploys shelf-to-person robots
AS Watson Health & Beauty Benelux turned to Geekplus to increase efficiency, particularly with handling peak times, and to improve customer experience.
Based on the images released, AS Watson Health & Beauty deployed Geek+’s shelf-to-person robots. These mobile robots slide under inventory shelves and bring them to picking stations, eliminating redundant walking for employees.
“Our efficiency in this part of the operation has basically doubled”, says Yvette Heijwegen, Supply Chain Director at AS Watson Health and Beauty Benelux. “With the Geekplus robots being fully operational, we can now process twice the amount of orders. By eliminating the most physically challenging and repetitive parts of working in our warehouse, we have improved the quality of work, which is really important in a competitive labor market. Another huge benefit is that our 105 ‘new colleagues’ – we call them the Geeks- are really popular amongst their human colleagues; everyone wants to work with them. ”
Geek+ has worked in recent months to grow its European presence. In June 2025, warehouse automation integrator Logistex announced plans to deploy 165 Geekplus robots at Yusen Logistics’ distribution center in Northampton, U.K.
In July 2025, Hunkemöller deployed more than 150 P800 autonomous mobile robots (AMRs), 30 picking stations, 738 racks, and four putaway stations from Geek+.