'Distribution Done Differently': How GCG Is Revolutionizing Data Center Supply Chains

Data center construction continues to boom, with an estimated 10 gigawatts of new capacity set to be constructed this year to meet increasing power needs.

One challenge related to this growth is the distribution bottlenecks that make it difficult for operators to keep up with demand.

GCG, a global provider of automation services and data center products, is addressing these distribution issues by giving data center operators better access to key infrastructure components, including aisle containments and cabinets. 

“GCG is built on the philosophy of ‘distribution done differently,’” GCG Vice President of Sales Chrissy Olsen said. “This bold approach is not just about delivering products but also solving the systemic issues that have plagued the data center supply chain for years.” 

Bringing More Players To Data Center Distribution

Olsen said that the data center distribution market, which includes cable management/racking systems, has been traditionally dominated by hyperscale companies. This has resulted in a bottleneck for operators that are forced to rely on a handful of companies to provide the infrastructure they need to run their facilities. 

While these companies have established robust data center frameworks, the increasing scale and pace of construction calls for more competition, innovation and flexibility in the marketplace, which GCG is looking to provide.

“We recognize that no two data centers are alike, and this understanding is at the core of our mission to provide diverse solutions tailored to the unique needs of our clients,” Olsen said. “We are just starting to differentiate ourselves in this landscape, and our approach combines several key strategies.”

One strategy the company is employing revolves around greater specialization, focusing on niche segments in the data center market like environmental technologies and high-performance computing to stay on the cutting edge while meeting evolving client needs. 

GCG also plans to collaborate with top technology providers and manufacturers to build an efficient logistics network to streamline product delivery. Olsen said this is critical in the data center industry, whose operations often run on a tight schedule. 

Tackling Data Center Challenges

Even as data centers have become more scalable, supply chain management challenges still hinder the industry’s progress, including extended lead times for products like fiber optics, power distribution units and cooling equipment. Labor shortages are also contributing to project delays and cost overruns, Olsen said. 

GCG is making this process easier by providing a flexible inventory solution that adjusts to the scale and size of each data center project. The company will leverage advanced inventory management systems to track products in real time to meet customers’ demands and streamline warehouse operations to help clients receive equipment without delays, Olsen said. 

“We’re committed to providing customers with flexible inventory solutions, faster response times and tailored delivery options,” she said. “This is all while keeping costs in check and meeting demands, which are always evolving based on the specific needs of the ever-changing data center landscape.”

The company’s Critical Spare Parts Inventory Program proactively addresses facility maintenance by providing a dedicated stock of spare parts that play essential roles in the ongoing functionality and reliability of the data center infrastructure.

“Through close collaboration with the customer, we identified key components and equipment that require immediate access for maintenance and repairs,” Olsen said. “Our program not only supports the ongoing maintenance of the data center but also enhances the overall reliability and performance of the facility, allowing our customers to focus on their core business operations with confidence.”

Olsen said that the data center industry is at a turning point where the scale and speed of growth demand innovative solutions. 

GCG wants to help the next generation of data center distribution by providing the flexibility, reliability and efficiency operators need to stay ahead. 

From expanding its capacity to handle more inventory and increasing efficiencies in data centers by adopting artificial intelligence and machine learning to collaborating with tech manufacturers to create cutting-edge products, the company wants to help its customers take their business to the next level. 

Redefining Distribution

“Our mission is simple: to be the trusted partner that helps our customers overcome supply chain challenges and achieve their goals faster, smarter and more cost-effectively,” Olsen said. 

One of the ways to achieve this is through advanced work packaging, a process that focuses on the planning and execution of construction projects including data center deployments, she said.

“By implementing this step, we can be more cost-effective and help mitigate risk while increasing labor productivity and ensuring clients have the tools they need to get projects done on time,” Olsen said. “Not only do we want to provide a seamless end-to-end experience to our clients, from product sourcing to delivery and postsale support, but we want to make sure this is done more sustainably. We’re looking at best practices to optimize shipping and reduce package waste to meet the industry's environmental goals.”

This article was produced in collaboration between GCG and Studio B. Bisnow news staff was not involved in the production of this content.

Studio B is Bisnow’s in-house content and design studio. To learn more about how Studio B can help your team, reach out to studio@bisnow.com.