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Partner Retail (Franchise)

Partner Retail (similar to Franchise) is one of the three most important distribution channels in the brand lifestyle industry. It is similar to the better known franchise model, but not the same. Where franchise is a very structured model, almost to the point of rigid, partner retail models tend to be more flexible. In the brand lifestyle industry franchise models are therefore rather exception, and partner retail is favoured. Also because partner retail stores are financially far more rewarding than own brand retail stores. In this category of the blog we explain partner retail distribution models and provide recommendations how to grow successful via retail partners.

Partner Distribution, Brand Distribution, Brand Strategy

Growing with Brand Distributors in Partnership

Multi-Brand, Partner Retail (Franchise)

Global brands use wholesale & retail distributors to enter foreign markets. This article provides tips on how to avoid pitfalls and best manage distributors.

Jan 2014, Berlin: Three years earlier, a French outerwear brand* signed an exclusive partner store distribution agreement for southern Germany. Visiting the newest German store, the French CSO realises locations continue to be rather ‘cheap’ and off the High Street. The distributor argues that the brand doesn’t pay High Street rents.

May 2014, Dubai: The CEO of a Swedish womenswear brand* is on vacation in Dubai and realises his long-time Middle East distributor is also managing 10 other brands. The brand’s previously exclusive position is diluting as the distributor’s new favourite brands get the better locations in the new malls opening up. (more…)