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Multi-Brand

Multi-brand distribution is the common brand industry term for distribution via a third-party retailer or e.commerce platform.At the same time, it is somewhat the brand industries’ love-hate distribution channel. We hate it because the brand can’t fully control its appearance to the consumer. And we love it, for its continuing high financial attractiveness. Profits from multi-brand wholesale distribution are mostly stronger than from “direct to consumer” distribution. And exactly that is the strategic challenge for many brands, the share of multi-brand distribution is too high and investments in direct to consumer channels are small and late.Be it quality online platforms or excellent department stores, both multi-brand distribution channels will play a long-term strategic role in the future of brand distribution.We share in this section brand success stories, outline trends and what drives wholesale performances, both strategically as commercially.

Future in Brand Wholesale Distribution: The Cash Cow is dead. Long live the Cash Cow.

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Wholesale distribution managers knew it all along, traditional brand wholesale wouldn’t last forever. And 2020 saw an acceleration of change that began long before the pandemic: the termination of mediocre businesses.

But turmoil in wholesale distribution isn’t over yet; ahead lie at least one to two more years of trouble and possibly major strategy changes at online pure players.

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