From transaction to transformation: How brands and retailers can build stronger relationships

Why the brand–retailer relationship needs a reset

For years, wholesale success was largely defined by one metric: sell-in. Large pre-book orders placed months in advance formed the foundation of most brand–retailer relationships.

As Marie Baldauf-Lenschen explained, that model no longer reflects the reality retailers are facing today. Inflation, tariffs, consolidation, and volatile consumer demand have made inventory risk one of the biggest constraints on buying behavior. When retailers buy wrong, the impact extends far beyond margin; it can put the health of the business at risk.

As a result, buyers are placing smaller opening orders, relying more heavily on in-season replenishment, and sourcing new products more frequently to stay relevant. In this environment, brands that focus solely on pushing products struggle to earn trust.

The shift underway is clear: partnerships must move from a transactional, sell-in mindset to a sell-through mindset—one where brands actively help retailers buy with confidence and reduce risk.

Collaboration as a differentiator

Throughout the session, the panel emphasized that the strongest brand–retailer relationships are built proactively, not reactively. Preparation, shared context, and initiative matter more than ever.

Effective collaboration often includes:

• Aligning on seasonal budgets and priorities early
• Sharing performance insights transparently—wins and misses alike

• Bringing thoughtful order suggestions across both pre-book and in-season buys

These practices shift conversations away from individual purchase orders and toward overall business performance. The goal isn’t to overwhelm buyers with more information but to make decisions easier, faster, and more confidently. In a market where retailers are cautious by necessity, brands that simplify the buying process stand out.

Technology should simplify buying, not complicate it

As buying becomes increasingly data-driven, the role of technology has evolved as well.

Jessica Schirmer highlighted that wholesale buying is no longer driven by gut instinct alone. Bestseller data, order history, and sell-through metrics now play a central role in planning decisions—for both brands and retailers.

To support this shift, brands need tools that remove friction and create clarity:

• Real-time availability and pricing, so buyers can plan and reorder on their own schedule
• User-friendly catalogs and digital assortments, supported by clean, complete product data
• Self-serve access to insights, reducing back-and-forth and manual follow-ups

When information is accurate, accessible, and easy to navigate, retailers move faster—and brand teams spend less time troubleshooting and more time building relationships. Technology becomes a facilitator of trust, not a barrier.

Looking ahead to a more connected future

The webinar closed with a look at where brand–retailer collaboration is headed next.

Marie outlined a future defined by deeper connectivity, where systems work together and brands and retailers plan from the same source of truth. Predictive replenishment, network-informed assorting, and shared visibility will continue to shift conversations from debating past orders to planning future opportunities.

The panelists emphasized how technology isn’t replacing the relationship; when paired with the right habits, processes, and mindset, it can strengthen it.