Case / 007
Van groothandel naar direct
A new direct channel launched alongside 900 stockists, without losing a single retail account.
Hero still
The problem
Every unit sold went through a retailer. Margin was thin, the customer was invisible, and three attempts at a direct channel had been shelved because the trade objected.
The commercial question was never technical. It was whether direct could launch without stockists reading it as a land grab.
Before / after screens
What we did
We priced the direct channel above trade, not below, and made it the place where the full range lived. Stockists kept the volume lines and got a stock-check feed they had asked about for years.
The storefront went live in eleven weeks on Shopify, with a subscription tier for the two consumable lines that drove most repeat purchase.