Fortna
FORTNA is a private, Atlanta-based warehouse automation integrator that designs, delivers, and supports end-to-end distribution center solutions — combining proprietary WES/WCS software, best-fit automation hardware from multiple OEMs, and lifecycle services — for enterprise customers across retail, 3PL, parcel, healthcare, and other verticals globally.
- Company typePrivate
- Founded1946
- HeadquartersAtlanta, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Fortna does
FORTNA Inc. is a private, Atlanta-headquartered warehouse automation integrator and software company founded in 1946, serving enterprise customers with complex distribution and fulfillment operations globally. The firm operates as a vendor-agnostic design-build partner, combining strategy, operations design, and implementation services under one accountable contract rather than pushing a proprietary hardware stack. Revenue is generated across four streams: (i) professional services for end-to-end design-build engagements, (ii) software subscriptions and licenses for FORTNA WES™, FORTNA WCS™, and FORTNA OptiSlot DC™, (iii) automation hardware and equipment procurement as part of turnkey DC solutions, and (iv) recurring lifecycle services including maintenance, parts and warranty, system health checks, and 24/7 support.
FORTNA's core technology stack is anchored by the FORTNA Distribution Optimization Framework™ and Optimization Science™ methodology, which leverage proprietary processes, tools, and algorithms to design and deliver solutions using best-fit automation technologies. The software platform — WES for real-time DC orchestration, WCS for vendor-agnostic equipment control, OptiSlot DC for slotting optimization, plus DC Modeler and Network Strategy Tool — operates on real-time data with advanced algorithms integrating automated and manual processes. Hardware and partner-integrated capabilities span AutoStore, HaiPick ASRS, Geekplus, OTTO AMRs, AGVs/AMRs, conveyor systems, sortation, and packaging automation through partnerships with AutoStore, Hai Robotics, Geekplus, OTTO Motors, Rockwell Automation, Packsize, Sitma, and the AI-native partners Jacobi Robotics and sSy.AI.
FORTNA sells exclusively through direct enterprise field sales with executive-level engagement and business-case justification, targeting 10 vertical markets (Retail and Apparel, 3PL, Parcel, CPG, Life Sciences and Healthcare, Aerospace and Defense, Aftermarket Parts, Food and Beverage, Industrial Distribution, Production Logistics) across 17 offices in 14 countries spanning North America, Europe, Asia-Pacific, and Africa. Pricing is quote-based and not publicly disclosed, with project economics tied to large enterprise deployments such as Moen (435% throughput increase, 60% labor reduction at Las Vegas DC) and InterSPORT Germany (largest single investment in company history — 40,000 storage location shuttle expansion). Recurring lifecycle services and expanding software attach across an installed base of marquee customers (L.L.Bean, Canadian Tire, MSC Industrial, Frasers Group, Sport Chek, Moen) underpin long-duration revenue durability under PE sponsorship by Thomas H. Lee Partners (2019).
Fortna firmographics
Firmographics- Name
- Fortna
- Legal name
- FORTNA Inc.
- Website
- https://fortna.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- FORTNA is a private, Atlanta-based warehouse automation integrator that designs, delivers, and supports end-to-end distribution center solutions — combining proprietary WES/WCS software, best-fit automation hardware from multiple OEMs, and lifecycle services — for enterprise customers across retail, 3PL, parcel, healthcare, and other verticals globally.
- Ownership category
- akta.pro rank
Fortna industry classification
Industry- Product category
- Warehouse Automation and Distribution Software
- NAICS
- Computer Systems Design Services (541512), Custom Computer Programming Services (541511)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Industrial Automation Software (SCADA, HMI, MES, Historian) (IMAHAHAJ)
- akta.pro secondary industry
- iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG)
Keywords
Where Fortna is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices17 records
Markets served
Fortna business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Professional Services (Design-Build and Implementation): FORTNA generates revenue through end-to-end design-build services including distribution strategy, operations design, implementation, and lifecycle performance services. This is the primary revenue stream involving comprehensive project engagements from strategy through implementation.
- Software (WES, WCS, OptiSlot DC): Revenue from intelligent warehouse execution software (FORTNA WES), warehouse control system (FORTNA WCS), and advanced slotting software (FORTNA OptiSlot DC). Software licenses and/or subscriptions power real-time operational optimization.
- Automation Systems and Equipment: Revenue from design, procurement, and integration of automated storage and retrieval systems (AS/RS), conveyors, sortation systems, robotics, and other material handling equipment as part of turnkey distribution center solutions.
- Lifecycle Services and Support: Ongoing revenue from maintenance, optimization assessments, parts and warranty, resident maintenance, system health checks, training, and 24/7 support services to extend system life and maintain peak performance.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Fortna product offering
Product offeringCore offering
FORTNA designs, develops, and delivers end-to-end warehouse automation and intelligent software solutions for distribution and fulfillment operations. The company's core offering combines proprietary software (FORTNA WES warehouse execution system, FORTNA WCS warehouse control system, FORTNA OptiSlot DC slotting software) with vendor-agnostic integration of automation equipment, robotics, and material handling systems, supported by comprehensive design-build services and lifecycle support for global enterprise customers.
Product overview
FORTNA is an end-to-end design-build firm offering warehouse automation, software, and robotics solutions. The core software portfolio includes FORTNA WES™ (Warehouse Execution System), FORTNA WCS™ (Warehouse Control System), and FORTNA OptiSlot DC™ (slotting optimization), unified under the FORTNA Distribution Optimization Framework™ powered by proprietary Optimization Science™. The solution portfolio spans multiple automation categories including AutoStore high-density AS/RS, HaiPick Systems, Geekplus mobile robotics, Jacobi Robotics OmniPalletizer for AI-powered mixed-case palletizing, AGVs/AMRs, conveyor systems, goods-to-person technologies, packaging automation, and sortation systems. Services include strategy, assessments, operations design, implementation, and comprehensive lifecycle performance services with 24/7 support. The company operates globally with offices across North America, Europe, and Asia-Pacific.
Differentiator
Problem solved
Functional benefit
Brands
- FORTNA WES™: Warehouse Execution System software for optimizing real-time dynamic operational performance, maximizing visibility, increasing efficiency, and empowering control of distribution center operations.
- FORTNA WCS™
- FORTNA OptiSlot DC™
- FORTNA Distribution Optimization Framework™
- Autonomous Flow WES
Products and services
- FORTNA WES (Warehouse Execution System) Intelligent warehouse execution software that optimizes real-time dynamic operational performance, maximizes visibility, increases efficiency, and empowers control of distribution center operations using real-time data, advanced algorithms, and seamless integration of automated and manual processes. Used by enterprises running complex distribution operations to automate warehouse traffic, streamline operations, and reduce picking errors by up to 70%.
- FORTNA WCS (Warehouse Control System) Vendor-agnostic controls solution enabling real-time control of material handling equipment systems across multiple automation vendors.
- FORTNA OptiSlot DC Advanced slotting software that orchestrates inventory positioning to optimize operations and deliver rapid ROI through intelligent slotting and workflow optimization.
- Jacobi Robotics OmniPalletizer AI-powered mixed-case palletizing solution that handles unsequenced case flows using physics-aware motion planning and integrates natively with FORTNA WES for unified visibility and control over robotic palletizing operations.
- AutoStore High-Throughput Solutions High-density goods-to-person automated storage and retrieval system integration, with high-throughput tiers delivering 10,000+ lines per hour and/or deploying over 400 robots. FORTNA is an AutoStore technology integrator offering turnkey deployment.
- HaiPick Systems (Hai Robotics) Automated storage and retrieval systems including the HaiPick Climb innovation for optimizing inventory storage, order picking, and order fulfillment in high-density environments.
- Geekplus Mobile Robotics Mobile robotics solutions for goods-to-person automation and warehouse operations, deployed by FORTNA as an integrator for global customers.
- OTTO Autonomous Mobile Robots Autonomous mobile robots for material handling solutions in warehouse and distribution center environments.
- Lifecycle Performance Services Comprehensive lifecycle services including modernizations/retrofits, optimization assessments, parts and warranty, resident maintenance, 24/7 call center support, system health checks, systems upgrades, and training to keep operations running at peak performance throughout the facility lifecycle.
Quantifiable outcome
- 435% throughput increase (Moen Las Vegas DC)
- +9 more outcomes
Companies that use Fortna
Customer profileNamed customers17 records
Segments8 records
Ideal customer profiles2 records
Fortna technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability9 records
Feature7 records
Fortna partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Jacobi RoboticscoreStrategic partnership to integrate Jacobi's AI-powered OmniPalletizer platform into FORTNA's warehouse automation portfolio, enabling automated mixed-case palletizing without upstream sequencing infrastructure or major facility redesign. Solution scalable across parcel, retail, grocery, and food and beverage operations. FORTNA CEO Rob McKeel and Jacobi CEO Max Cao emphasized solving historically challenging workflows.
- AutoStorecoreExpanded long-standing partnership to more closely collaborate on providing high-throughput, high-density goods-to-person solutions meeting needs of e-commerce and omnichannel fulfillment operations. Defined as AutoStore systems delivering 10,000 lines per hour and/or deploying over 400 robots.
- Hai RoboticscorePartnership to expand FORTNA's goods-to-person automation solutions portfolio with HaiPick automated storage and retrieval systems (ASRS), including the HaiPick Climb innovation. Expands FORTNA's ability to help customers optimize inventory storage, order picking, and order fulfillment.
- Rockwell AutomationcoreExpanded relationship with Rockwell Automation to boost warehouse automation capabilities. FORTNA serves as an integration partner leveraging Rockwell's broader automation ecosystem.
- PacksizecoreStrategic global partnership for on-demand, right-sized packaging automation solutions. Enables FORTNA to offer packaging optimization that reduces waste, freight costs, and dimensional weight charges while improving sustainability outcomes.
- SitmacoreStrategic global partnership for end-of-line mailer packaging automation. Sitma's packaging solutions integrate with FORTNA's warehouse execution software to optimize package handling for e-commerce operations.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Fortna competitors and assessment
Company assessmentEmerging players
- Locus Robotics: Locus Robotics provides autonomous mobile robots for warehouse picking and integrates with WMS/WCS platforms. Comparable to FORTNA's AMR partner ecosystem (OTTO, Geek+), but Locus is more focused on the picking workflow rather than full DC design-build.
- GreyOrange: GreyOrange provides AI-enabled warehouse robotics and software (Goods-to-Person, AMRs, orchestration). Comparable to FORTNA's emerging software/AI roadmap and integrator partnerships, though more hardware-proprietary and software-emphasized.
- Berkshire Grey: Berkshire Grey develops AI-enabled robotic picking, sorting, and mobility solutions for retail and logistics fulfillment. Comparable to FORTNA's emerging AI palletizing partnerships (Jacobi, sSy.AI) at the intersection of AI and warehouse automation.
Direct peers
- Symbotic: Symbotic is a publicly traded warehouse automation integrator and software provider using AI-enabled robotic systems for distribution centers. Comparable to FORTNA's integrator-plus-software positioning, though Symbotic brings proprietary robotics rather than being vendor-agnostic.
- Körber (Supply Chain): Körber's Supply Chain division (formerly Körber Logistics Systems) offers WMS, WCS, voice/picking, and material handling integration. Comparable to FORTNA's software-led integrator approach across logistics and manufacturing end markets.
- Dematic: Dematic is a global warehouse automation integrator owned by KION Group, supplying AS/RS, conveyor, sortation, and WMS/WES software. It is the closest comparable to FORTNA across design-build distribution center solutions and lifecycle services.
- Swisslog: Swisslog (KUKA Group) provides integrated warehouse automation including AutoStore, AS/RS, conveyor, and WMS/WCS software with strong retail and 3PL exposure. Directly comparable to FORTNA's end-to-end DC design-build and software portfolio.
- Knapp: Knapp is an Austrian-headquartered warehouse automation specialist with its OSR Shuttle, WMS/WCS, and goods-to-person solutions. Closely comparable to FORTNA in retail/apparel and pharmaceutical verticals with a strong software-and-automation stack.
- TGW Logistics Group: TGW is an Austrian integrator specializing in highly automated distribution centers, including shuttle AS/RS, picking, and WMS/WCS software. Closely comparable to FORTNA's design-build model with strong retail and e-commerce customer bases.
Broad incumbents
- Honeywell Intelligrated: Honeywell's Intelligrated division offers conveyor, AS/RS, sortation, and WMS/WES as part of Honeywell's broader automation portfolio. Comparable to FORTNA's design-build and lifecycle services model, but embedded within a much larger industrial conglomerate.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Fortna social profiles
Digital presenceFortna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fortna leadership team
Management profileNumber of profiles
Profiles7 records
Fortna subsidiaries and ownership
Company hierarchySubsidiaries1 record
Fortna funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fortna M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fortna
What does Fortna do?
FORTNA designs, develops, and delivers end-to-end warehouse automation and intelligent software solutions for distribution and fulfillment operations. The company's core offering combines proprietary software (FORTNA WES warehouse execution system, FORTNA WCS warehouse control system, FORTNA OptiSlot DC slotting software) with vendor-agnostic integration of automation equipment, robotics, and material handling systems, supported by comprehensive design-build services and lifecycle support for global enterprise customers.
Is Fortna a public or private company?
Fortna is a private company. It is classified as private equity controlled and is currently operating.
When was Fortna founded?
Fortna was founded in 1946. It employs 1,001 to 5,000 people.
Where is Fortna based?
Fortna is headquartered in Atlanta, United States, in the North America region.
How does Fortna make money?
Four revenue lines are on record. Professional Services (Design-Build and Implementation) is the primary driver. The others are software (WES, WCS, OptiSlot DC), automation Systems and Equipment and lifecycle Services and Support.
Who are Fortna's main competitors?
Emerging players on record are Locus Robotics, GreyOrange and Berkshire Grey. Direct peers are Symbotic, Körber (Supply Chain), Dematic, Swisslog, Knapp and TGW Logistics Group. Honeywell Intelligrated is listed as a broad incumbent.
Does Fortna have an API?
No public API is recorded for Fortna.
What industry is Fortna in?
Fortna's product category is Warehouse Automation and Distribution Software. Its primary akta.pro industry code is IMAHAHAJ, Industrial Automation Software (SCADA, HMI, MES, Historian), with a secondary code of HDAEAHAG, iBPMS (Intelligent BPM Suites) & Process Automation Suites. Its NAICS code is 541512 and its SIC code is 7373.