Acts as an intermediary between retailers and brands (or manufacturers). Works to facilitate and manage relationships, ensuring that products are successfully brought to market and that both retailers and brands benefit from their partnership.

Act as representatives of brands within the retail environment. They ensure that the brand’s values, messaging, and image are consistently communicated to retailers and, by extension, to consumers. Consistent brand representation is key to building and maintaining a strong brand identity, which is crucial for long-term success.

Assist with sales strategies, promotional campaigns, and product positioning. They may work with both brands and retailers to develop joint marketing efforts that drive consumer awareness and sales. Their expertise in marketing and sales can significantly enhance the visibility and appeal of a product, leading to higher sales volumes.

By focusing on areas such as product fit, pricing, supply chain reliability, marketing support, and compliance, brands can position themselves as valuable partners, securing their place and driving mutual success. This alignment not only enhances the relationship between the brand and retailer but also improves the brand's chances of thriving in a competitive retail environment.