Spotlight on Brand Distribution

feel-good-admin 20/07/2020 3 minute read

Welcome to the first of our Spotlight Series in which we look in-depth at business and product categories with the intention of helping to inform brand management and retailer’s buying decisions. These articles will be frequently updated with new comment added throughout the year.

The Subject:

Choosing an agent, distributor or specialist consultant is often critical to the success of a developing brand. But how do you select the right partner to work with? Finding suitable candidates is the first step, but this can be a challenging task in itself. Who is out there and what are their credentials? What expertise and services do they offer? How does a brand find international distributors? And also, equally, what does an emerging brand need to do to make themselves attractive to an agent or distribution agency and by implication to retail buyers and their customers? This Spotlight is intended to help companies assess the distribution expertise available and select potential business partners.

Contributors:

Debbie Trumper Consulting

Holistic Solutions – Julia

Wizz&Co – Wizz Selvey

Choosing an agent, distributor or specialist consultant is often critical to the success of a developing brand.

Julia Ribinska, co-founder of Holistic Solutions
“When choosing the right partner I strongly believe it’s absolutely essential to find the one who shares your values, who understands the brand concept and is within the same niche. This is the key to success – to look in the same direction. So if the brand has a strong sustainable concept without any compromise, they will only need to cooperate with the agents/distributors who have the similar ethos.”

Debbie Trumper, Founder Debbie Trumper Consulting
I think you need a hugely experienced team, delivering a collective & combined commercial focus with a deep knowledge & understanding of the Beauty Industry. As well as (of course) the little black book of Buyer & Press contacts. Also, a friendly team-focused approach, with the aim to deliver all clients the same personal, caring, cost-effective service.

Wizz Selvey, Founder of Wizz&Co
“I suggest doing as much research as possible, it is useful to network with other brands and understand their experiences to help tailor a short-list of people to speak with.”

What does an emerging brand need to do to make themselves attractive to an agent or distribution agency

Wizz Selvey, Founder of Wizz&Co
“Fully understanding how retailers work and operate is crucial to a brands success in leveraging a retail partnership, not only for the direct sales channel but for growing your DTC business. Even if you are going to work with a distributor or agent it is useful to have a full understanding of a retailer’s requirements first so you are aware of their expectations, the costs and how to market your brand successfully alongside the retailer.”

Julia Ribinska, co-founder of Holistic Solutions
I’m happy to share the main criteria we pick the brands for our portfolio.
Of course, sustainability is the key, it’s an absolute must. We also look into the “naturalness” if all the ingredients are truly natural, the origin also matters. We would be interested in a brand with an interesting concept, it’ll be great if they have a personal story behind, if they support any charity or non-profit organisation or social movement. And we need to try the products!) We need to fall in love, as this is the condition when you both can really succeed.

What does an emerging brand need to do to make themselves attractive to retail buyers and their customers?

Wizz Selvey, Founder of Wizz&Co
Having a clear positioning and point of difference that is consistently communicated across all customer touch-points is one of the most important parts of standing out to Buyers, Distributors and Customers. As an ex-Buyer is one of the first things I review with clients, it is about how you can disrupt the market you are in, I have out-lined the ten points you can review on your brand right now to disrupt the Beauty industry in this blog.

Debbie Trumper, Founder, Debbie Trumper Consulting
It is simple. Ask yourself some key questions:

Do you understand your market?
Where does your brand fit within the retail environment?
Does your brand tell a story?
Does your brand have enough substance?
Can you define your USP?
Does your brand have the WOW factor?
Are you Ready to Face the Competition?
Do you have marketing and PR support?
Are you and your presentation skills ready to face the buyer?
Are you ready to take an order?

And finally…
Ask Yourself, Are You Ready to Face the Buyer?

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