How to get your product on retailers' shelves
A good distributor can make or break your product line. Here's how to find the right one.
Deziree Williams, Sugar Free Baby, Los Angeles
I have a children's eco-friendly clothing line. We are taking it slow because we are branding our line and are in some ways picky about who we sell to. I have recently been approached by a distributor, but I'm not sure if this is the best way to launch into the market. Any advice?
By Emily Maltby, CNNMoney.com writer
By the look of your Web site, SugarFreeBaby.com, it seems you are off to a great start. You've evidently taken the right steps to approach the smaller retailers already, as your line is already in a number of stores.
You are wise to be conservative about which storefronts represent your line. But as you expand, part of your decision about working with a distributor will depend on whether you want to stick to the small stores or get to the national chains. You can continue to go it alone if you stick to the smaller outlets, but a distributor is essential if you want to reach out to the big guys.
"Large retailers want to see someone in the buyer's office that they already has a relationship with – someone who knows the system," says Gordon Cundell, a former assistant buyer with Sears Canada and current president of the Canadian Sporting Goods Association, an information service for sports equipment and apparel buyers and sellers.
Working with a distributor could be a smart move even if you want to indie shops. "Suppliers often have the passion needed for a successful product, but no business sense to get the product in to the right places," Cundell says. "Chances are the average clothing designer doesn't even know all the distribution channels that are available."
And of course, even if you have the knowledge to do the job, you may be stretching yourself too thin by taking on the daily activities of a distributor.
"One benefit of using a distributor is that ideally you have one place to ship your goods to. They break it out and do all the individual shipping and selling for you," says Rob Reger, president of Cosmic Debris and creator of the gothic Emily the Strange product line, which is sold internationally, in 200 independent boutique stores, and in large chains such as Hot Topic and Borders. "This leaves you with designing and manufacturing, keeping the quality control in your hands."
If you decide to work with a distributor, picking the right one is critical. What should you be looking for?
Both Reger and Cundell say your distributor's vision is crucial to a successful relationship. You need a partner who fully understands what type of customer you're targeting, and who has ties to retailers that serve your market.
"Taking it slow and building your brand with a specific core customer in mind is wise," Reger advises.
"Find out what they already distribute," Cundell says. The other lines they represent should be similar but not exactly the same as yours.
You'll want to find children's clothing distributors who don't currently have green attire in their lineup – if the distributor already has eco-friendly offerings, "you risk the lines competing with each other," Cundell says.
Give us your advice: Check out recent “Ask & Answer” questions.
Related links:
From Ron Hansen/Ron Hansen Brand Design Deziree, Get a contract first.I would advise to sell yourself.You have the passion. Most brokers are a waste of time and money.
From Paul, Dallas,Tx Deziree,
You need to decide if you are ready to supply a large retailer. If you are then I would suggest you get a broker. A broker is usually an ex-buyer and now consults to help people get their product into major retailers. Decide which accounts you want to target and called the accounts and ask to speak with a buyer that typically purchase the type of product you want to sell them. You can ask the buyer if they can recommend a broker that they usually work with that can help you with your product so that you don't waste the buyers time. The buyer will be more than happy to recommend a broker they like because most of the time that broker is an ex-buyer of that retailer. You can visit Contact Me! if you are looking for a broker that can help you get your product into major retailers.
From Roxanne Stone/ Family Plaque Deziree, I agree with Linda. Although I'm in product retail (http://www.familyplaque.com) not fashion, I suggest you guard your product. It's an unfortunate reality, but when you have something as unique as what you're offering, someone else will try and take or replicate it for their own gain. You have a phenomenal web site and you're clearly off to a great start. Keep a watchful eye on your goods and you'll be fine. Good luck!
From Linda Fangmeier/ La Jeroue fashion Outlet Deziree, a word of advise .You get those distributors under contract to prevent design copy and theft. Make sure they are insured to cover those losses if your designs are stolen from them. I use to design clothing for women and of three distributors 2 were design theives. my products ended up in kmart and wal mart and I didnt get a dime.
-
Detroit's churches are plowing millions into redeveloping local housing and businesses. More -
Winepod attracted a wait list of eager buyers and millions from investors. Then came the recession. More -
As other major banks withdrew, Wells Fargo stepped up its small business lending. More -
Designer Chuck Comeau set up his manufacturing in Plainville -- 240 miles away from a major airport. More -
As staffs shrink, business owners are taking on support duties they haven't had to handle in years. More
Depends on present size of Business,
But I suggest Sell Online.