Kristin Savilia is CEO at JOOR.
From the mom-and-pop stores of the 18th century to the one-of-a-kind fashion boutiques of today, independent retail has always had a resilient business model focusing on brick-and-mortar stores and traditional marketing. Relying on an authentic shopping experience centered on expert curation and customer loyalty, they have stood the test of time and today are stronger than ever.
In recent years, independent retailers have played an increasingly large role in the expansion of the fashion industry. In fact, a 2024 PYMNTS study found that U.S. consumers often prioritize shopping at local merchants or those owned by a member of their community.
Many thought the pandemic would weaken independent retail, as it was expected that online commerce would surge. However, independents became more in demand than ever as customers craved human connection. And the upward trend hasn’t stopped since. Over the past five years, the percentage of total wholesale transaction volume for my company, JOOR, attributed to independent retailers has increased significantly from 47% to 59%, a trend I know is reflected across the industry.
The Pros And Cons Of Independents
For many brands, the goal has always been to be stocked in department stores and huge chains, but the appeal of independent retailers is twofold:
1. Many independents offer more flexible contractual agreements and are more open to negotiating with brands on everything from prices and delivery to payments. This can reduce the financial strain on brands, enabling them to invest more in product development and growth strategies.
2. As consumers grow more aware of sustainability, they often favor shopping locally. They also enjoy the very personalized, curated and immersive experience independent establishments can provide.
Of course, if you’re trying to rapidly scale a business and want instant worldwide exposure, there’s a limit to what independent retailers individually can offer. Similarly, if your sole aim is to maximize revenue, that won’t come quite as quickly with an independent boutique.
To achieve global scale through partnering with independents, you need to establish and nurture relationships with a broad array of individual partners. But in time, there is strength in numbers and pooling together a range of these independent retailer partnerships can help you achieve high volume and revenue goals. Building a successful retail business with independents is entirely possible and often very profitable.
While the smaller scale of a one-of-a-kind boutique may not unlock your global retail domination, it can be a powerful tool to leverage products and maximize profits for many brands. Hundreds of these retailers have built a cult status and an impressive customer list with big spending power and cultural influence.
How To Work With Independent Retailers To Grow Distribution
The question that then immediately comes to mind is, how do you find and vet these retailers?
Traditional methods of finding retailers include extensive research via social media, attendance at relevant retail trade shows and, of course, face-to-face meetings with connections.
There are technologies available, such as wholesale fashion platforms, to gain access to an extensive network of connections, facilitate identifying the right boutiques for your brand and engage with buyers.
The ability to identify the right partners for your brand and reach out to them to establish lasting relationships is invaluable for your business, so make sure that any technology you invest in will bring you closer to the kinds of retailers you’re looking to target. Your team should take the time to fully research any new tech to make sure it’s appropriate for your business goals, and not be swayed by other brand testimonials if the platform can’t offer exactly what you need.
Once you’ve found your chosen retailers via either a B2B platform or traditional methods, first take time to ensure your line sheets are easy to digest and aesthetically pleasing. Next, ensure that you’ve researched the store’s brand mix and feel your product will resonate with the retailer’s customer base. Your outreach should also be personalized and engaging.
Finding the retailers is only half the challenge—getting them to meet with you, whether that be online or in person, is the next step to building a fruitful partnership.
Whether you choose to invest in technology to fast-track your prospecting process or rely on traditional methods to engage with potential new retail partners, there’s no denying the rise in independent retailers is meteoric.
Buyers are constantly seeking new resources to help them differentiate their assortment and continue to appeal to their loyal customers. Through this product curation process, consumers will continue to enjoy a personalized shopping experience in a local setting. With the right independent retailer connections, you can easily put your brand in front of them, building brand loyalty and business.
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