Choosing the right distributor: reach is not enough
A practical framework for evaluating whether a distributor can actually build your category, not merely list your products.
02Map the real route to shelf
A strong company name or long customer list does not prove execution. Understand which accounts are active, who makes the sale, how orders are delivered, how frequently stores are visited and where category responsibility sits.
Test capability against your needs
A distributor built for established high-volume brands may not nurture a new range. One with strong traditional-trade reach may lack modern-retail data and account management. The right partner is specific to product, channel and stage.
Agree how performance will be seen
Define account priorities, stock visibility, sell-in, sell-through, visit routines and review cadence before launch. Transparency is not extra reporting; it is how both sides learn and correct the plan.
01Verify active account access, not logo lists.
02Match distributor capability to the stage of the brand.
03Set review data and responsibilities before launch.