Tommy Bahama Parent Oxford Industries Launches Largest Robotic Deployment to Optimize Distribution

Oxford Industries — the parent company of Tommy Bahama, Lilly Pulitzer, and Southern Tide — has rolled out its largest-ever robotics deployment to enhance distribution speed, accuracy, and scalability across its growing lifestyle portfolio.

The system, powered by Locus Robotics, is being integrated into Oxford’s Lyons, Georgia facility and is designed to handle increased ecommerce volume and streamline fulfillment for both wholesale and DTC channels. The upgrade follows a period of sustained growth for the company, which has leaned into omnichannel expansion and digital-first customer experiences.

By automating order picking and warehouse navigation, the robotics investment is expected to reduce labor constraints, improve order accuracy, and shorten delivery windows — particularly for peak-season demand tied to Tommy Bahama’s resortwear business and other high-volume brands.

corpbrief insight:

From apparel to automation, Oxford is scaling lifestyle with logistics. Its investment in robotics isn’t just about speed — it’s a strategic signal that modern CPGs must win in operations to grow in culture.