Chain Reaction: John Singleton of Wen-Parker Logistics on Navigating Post-Pandemic Supply Chain Disruptions

Chain Reaction is Sourcing Journal’s discussion series with industry executives to get their take on today’s logistics challenges and learn about ways their company is working to keep the flow of goods moving. Here, John Singleton, chairman and CEO of Wen-Parker Logistics (WPL), discusses how the transportation, logistics, supply chain and storage company is helping companies plan ahead with its suite of flexible solutions.

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Name: John Singleton
Title: Chairman and CEO
Company: Wen-Parker Logistics

What industries do you primarily serve?

Since 1997, WPL has been a global leader in air and ocean freight forwarding, U.S. customs brokerage and 3PL fulfillment. With offices primarily in the U.S. and Asia, we’ve been deeply embedded in the fashion sector since our inception.

When it comes to supply chain logistics challenges, there are things companies can fix and things that are beyond their control. How can the former help the latter?

Today’s biggest challenge for our clients is the disruption caused by Covid-19, ongoing conflicts, infrastructure issues and natural disasters. These factors have strained schedules, necessitating earlier decision-making at a time when many were aiming to shorten cycles. Additionally, the shift from a China-centric sourcing model to other regions has further extended timelines.

Maintaining internal discipline and standardized processes provides essential consistency that drives logistics forward. While external challenges will always arise, establishing these practices is a crucial first step toward success.

What areas of logistics aren’t receiving the industry attention they deserve?

Despite the unprecedented disruptions caused by the pandemic, we seem to have lost some of the precision we previously maintained. While many aspects of life have returned to normal, we still face ongoing delays in transit, ports, rail and trucking, often due to misaligned equipment. Although such issues occurred occasionally in the past, they have become the new norm. We must work to restore previous levels of efficiency.

What are the main things brands and retailers could do right now that would immediately improve logistics?

Most brands and retailers that have thrived over the past five years have already taken steps to enhance their supply chains. Key actions include investing in improved planning tools, developing calendars for standard and expedited lead times and building discipline into decision-making processes. Effective execution of these strategies is crucial for better logistics.

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A logistics partner that not only moves freight but also offers tailored solutions and alternatives can set you apart. Depending on the business, you might explore increasing speed to market by shipping directly to stores or even to consumers from offshore locations. These approaches often rely on agile ERP systems that make inventory more flexible across the network, which can buy time and improve sell-through.

When it comes to creating efficiencies, there are quick wins and longer plays. What are a few things your company is doing to help its partners succeed on both fronts?

As markets shift rapidly, we focus on providing flexible solutions, whether sticking to traditional methods or exploring multi-mode options as needed. By offering creative solutions at the origin, we equip customers with more tools to address supply issues. For long-term planning, we continuously assess when it might be advantageous to secure capacity in advance. While forecasting can be challenging due to market volatility, experienced professionals can often anticipate and alert clients to potential disruptions.

What is your company doing to make the movement of goods more sustainable?

WPL is committed to sustainability through various initiatives. We optimize transportation routes to reduce carbon emissions and partner with suppliers who adhere to eco-friendly practices. Within our office network, we implement green initiatives, including energy-efficient lighting, waste reduction programs and the use of recycled materials. Although global goods transportation is inherently carbon-intensive, we offer our customers the option to offset their carbon footprint. Additionally, we are partnered with the non-profit 4Ocean, which is dedicated to removing plastics from the world’s oceans. We actively contribute and volunteer with 4Ocean and invite our partners to join us in this effort.

What logistic challenges do you think the industry is currently facing?

Sourcing today is experiencing unprecedented turbulence, likely the most significant since China joined the WTO in the 1990s. Many industries are steadily moving away from China due to rising labor costs, increased duties and political friction. Identifying a suitable alternative is challenging, as building the necessary infrastructure takes years and achieving quality standards requires time. New locations often face longer transit times, which can be further complicated by intermediate stops en route to the U.S. This adds complexity, increases the risk of freight delays and can lead to inconsistent transit times that need to be factored into planning.

What is the one thing brands and retailers could be doing to make better use of technology to improve logistics?

I believe that investing in effective demand planning and forecasting tools is the best way for brands to understand their business needs and plan accordingly.

Navigating Supply Chain Disruptions and the Challenges Ahead