Smaller brands looking to build their market presence are faced with a wide choice of channels to get their products in front of consumers, whether through wholesale or direct to consumer.
Luxury handbag brand Meli Melo has been reassessing its use of the wholesale channel, according to CEO Douglas Ker.
“We’ve been closing reseller doors,” says Ker. “When we researched this we found resellers, including big US department stores were bidding aggressively, driving lower prices.
“That’s not doing our brand any favours in the long run.”
Meli Melo has accordingly been reducing the number of these channels in a bid to drive up the brand’s value, says Ker. This has come…