2021 Year of Agility: Finally Kicking the Wholesale Habit

Credit: Getty Images. Article by Sarah Engel. Total Retail – July 14, 2021.

Wholesale is so 2019.

Enter 2021, a year of continued post-ish pandemic e-commerce growth, countless brands pulling back on wholesale partnerships to go direct to consumer (D-to-C), and the ultimate wholesale-marketing bridge: marketplaces.

Retailers spent 2020 duct-taping together broken supply chains, reeling from wholesale partners slashing orders as stores shuttered across the country, and scrambling to protect their brands and margin as their product was devalued by wholesale partners offering deep discounts. However, as retailers tend to do, they came out — for the most part — stronger, with clearer perspectives on how to reach customers, drive revenue, as well as newfound flexibility to test into new sales channels. […]

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