When you’re building an aluminium supply chain across countries, you’re not just moving products, you’re managing:

Expectations, solving logistics PUZZLEs, connecting people who often speak different business “languages.”

Here’s what I’ve learned from working in the middle of that process, between factory, forwarder and customer, every single day.

Logistics is not just delivery; it’s a strategy.

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In aluminium, logistics is part of the product.

A great offer on paper can become a problem if the delivery timeline, port handling or packaging expectations don’t match the customer’s needs.

A trusted logistics partner is a competitive advantage.

Not every forwarder is the same and not everyone fits every route.

I’ve had partners who solve problems before I could know there’s an issue. And I’ve had others who disappear when a truck gets stuck.

One key lesson:

Build real relationships with logistics providers.

Ask difficult questions. Share feedback. Work like a team, not as “just another customer.”

Because the aluminium itself doesn’t move, trust does.

Separate product price from delivery, but don’t disconnect them.

In some markets, customers expect an all-in-one offer: product + transport. In others, they want to control the logistics themselves.

The challenge?

You need to be flexible without losing control.

The best scenario is when you can optimise the full process:

• Product
• Packaging
• Container or truck loading
• Route

…to offer both a fair price and a smooth delivery.

That’s where you become more than a seller. You become a solution provider.

The right questions build the right supply chain.

I used to think the offer ends once the price is right. Now I know it starts when the right questions are asked.

Before any shipment, we first sit down and do the math:

Weight × Length × Quantity, because in aluminium, logistics cost depends on the volume, how you pack and load it.

This helps us:

• Choose the right container (20ft, 40ft or truck),
• Plan efficient loading (loose, bundled or stacked),
• Avoid surprises at port or customs (especially for oversized or heavy loads).

That’s why, before talking about the route, we calculate everything. Only then do we ask the right questions of both the customer and the logistics partner.

To customers:

• Do you require a specific Incoterm?
• How often do you restock, monthly, quarterly or per project?
• Should we send to the port, your warehouse or a distribution hub?
• Do you have any packaging preferences?
• Any unloading time restrictions at your facility?
• Do you prefer 20ft or 40ft containers?

To logistics partners:

• What is your primary route and what are the alternatives?
• What’s the realistic average transit time for this destination?
• Are there seasonal port delays or strikes we should expect?
• Can you support combined transport?
• Do you handle customs clearance, or should we arrange it separately?
• Do you offer insurance for aluminium profiles?

These questions and MORE can be defined by how smoothly your product arrives or how painful the process becomes.

In the global aluminium trade, the supply chain is where real customer experience happens.

You can have a strong product. But if your delivery is weak, your business becomes forgettable.

So, the next time your customer asks, “What’s your price?” don’t be afraid to say, “Let me also walk you through our process.”

That’s where the VALUE lies.