Summary

In the traditional wholesale relationship, brands sell their products to retailers, giving brands access to captive audiences they don’t need to build on their own. This allows brands to focus on designing and producing high-quality products, while the retailer takes care of selling to the consumer.

As both digitally-native brands (those that started selling on the internet) and direct-to-consumer brands (those that sell directly to the end consumer) have stormed the field over the last decade, wholesale has lost much of its luster.

But as digital acquisition costs continue to rise, younger brands are embracing multi-brand retail—in their own way. Many of them are forming direct relationships with retailers while also being more selective about which of them deserve their products. These new and more strategic wholesale relationships are allowing both brands and retailers more creativity and increased competitiveness in the rapidly evolving retail environment while legacy parts of the wholesale relationship are getting left behind.

This report looks at:

  • How wholesale and the associated value chain is changing and its effect on brands, investors and real estate developers across the consumer economy ecosystem.
  • How brands, investors and real estate developers can take advantage of these changes to build more sustainable businesses.

Featuring case studies on Apple, Coach, Harry’s, Ralph Lauren, Warby Parker

This article is exclusive to Loose Threads Members, who get access to forward-thinking research, events and our analysts—so they can grow the right way in the rapidly changing consumer economy.