Rainbow is a fast fashion retailer offering a wide selection of women’s, plus size, and children’s clothing, as well as shoes and accessories. With hundreds of new styles arriving every day in stores and online at RainbowShops.com, they are the ultimate purveyor of must-have looks in fast fashion. Headquartered in Brooklyn, NY, Rainbow has been the leader in affordable style since 1935 with over 1,100 locations in the US, Puerto Rico, and US Virgin Islands.



The fast fashion concept demands that most products flow through the DC with minimal reserve inventory storage. Rainbow needed a better way to utilize space and store more active product in a reduced DC footprint. After considering traditional shelving and bins for the new e-commerce operation, Rainbow turned to SpeedCell® dealer, DMW&H for a better solution.



DMW&H designed a second DC around the use of the SpeedCell Storage Solution, a high capacity, high-density storage solution for low to medium velocity products, ideal for e-commerce inventory. The final design of the second DC was almost half the size of the original concept, allowing Rainbow to purchase an existing nearby facility and maintain all management at the main DC.



The operation was so successful that it grew Rainbow’s e-commerce business 3 years ahead of original forecasts and in turn, a mezzanine with a second level of SpeedCell was added the following year. This allowed Rainbow to offer more products on their website in the form of kids apparel and accessories, plus expand footwear offerings.