For years, the retail industry has debated the benefits of wholesale versus direct-to-consumer (DTC) sales. While DTC has been celebrated as a profitable alternative, many brands are discovering that eliminating wholesale partnerships is not the silver bullet they once thought. In her new book, The Whole Sale, Liza Amlani, Principal and Founder of Retail Strategy Group, challenges this misconception and offers a comprehensive guide for brands navigating the wholesale landscape.
Amlani, a retail expert with over two decades of experience, co-authored the book with her husband, Raj Dhiman, PhD. The book provides insights and practical tools for brands looking to establish and maintain successful wholesale partnerships. In an interview, Amlani shares her perspective on why wholesale remains a crucial strategy for growth and long-term profitability.
The Genesis of The Whole Sale
“The idea for the book actually came from our newsletter, The Merchant Life,” Amlani explains. “We wrote an article called ‘Wholesale Isms’ about what brands need to succeed in wholesale, and it really resonated. It got forwarded around and referenced often, so we realized there was a gap in the market for a comprehensive guide.”
After conducting research, Amlani found a surprising lack of resources available for brands looking to navigate wholesale effectively. “I taught at the Fashion Institute of Technology (FIT), and they had a wholesale course, but it focused on sales rather than strategy. That was another signal that brands needed more guidance. We also saw a widespread misconception that wholesale isn’t as profitable as DTC, which we knew wasn’t true,” she says.
Structuring the Guide
Designed as a practical toolkit, The Whole Sale offers brands step-by-step guidance, complete with templates, tables, and tools to streamline wholesale operations. “The book isn’t a heavy lift—it’s only 40 pages—but it’s packed with actionable insights,” Amlani says. “I’ve even sent it to retail buyers, and they’ve told me, ‘I wish brands had this before they came to see us.’”
Having spent 20 years as a buyer, Amlani saw firsthand the inconsistencies in how brands presented themselves. “Every brand came in with different formats for line sheets, different negotiation strategies, and often without doing the necessary homework. The book helps brands not only get onto shelves but also stay there,” she emphasizes.
Wholesale vs. DTC: A Profitability Misconception
The narrative around DTC has often positioned it as a more lucrative strategy, but Amlani argues that wholesale offers critical advantages. “When brands go DTC, they take on all the costs of inventory, marketing, customer acquisition, and logistics. These costs eat into margins,” she explains. “With wholesale, retailers absorb a lot of those operational costs, making it a highly profitable channel in many cases.”
Wholesale also enables brands to scale efficiently. “If a brand wants to enter a new market, setting up stores or e-commerce fulfillment in that region is incredibly expensive and resource-intensive. Partnering with a retailer that already has a footprint there provides access to customers without the same level of investment,” Amlani adds.
The Modern Wholesale Landscape
The past decade has seen dramatic shifts in retail, especially post-pandemic. Amlani notes that brands today must be more strategic than ever when approaching wholesale. “Retailers are constantly looking for fresh, exciting products to keep their customers engaged. Some Canadian retailers, for instance, are prioritizing ‘Made in Canada’ products or those with a transparent supply chain,” she points out.
Technology has also played a role in reshaping wholesale relationships. “Retailers and brands are using insights from data to refine their strategies. Localization, curated product assortments, and personalized customer service are now table stakes,” she explains. “Brands that can offer retailers a clear merchandising strategy and performance insights have a better chance of securing partnerships.”
The Wholesale Conditions Test
For brands considering wholesale, Amlani and Dhiman developed the Wholesale Conditions Test—three key questions to determine the right retail partners:
- Where are your target customers shopping?
- Where are your competitors selling?
- Which retailers align with your brand DNA?
“This helps brands narrow down their approach and ensure they’re targeting the right retailers,” Amlani says. “For instance, should they be in luxury, off-price, grocery, or specialty stores? A retailer like Joe Fresh carries brands like Levi’s and Puma, so there’s a fit for wholesale across different categories.”
Wholesale in the Next Five Years
Looking ahead, Amlani predicts continued growth in wholesale, driven by the need for retailers to offer unique, curated assortments. “Retailers are always looking for exciting products to differentiate themselves and keep customers coming back,” she says. “At the same time, brands will need to be more strategic, ensuring they’re offering the right products to the right retailers.”
She also anticipates shifts in merchandising strategies. “We’ll see retailers refining their product assortments to meet changing consumer demands. Sustainability, resale models, and community-building will become more important,” she notes. “Brands that align with these trends will have an advantage.”
Advice for Brands Hesitant About Wholesale
For brands hesitant to enter wholesale, Amlani has clear advice: preparation is key. “Retail buyers are inundated with pitches, and many brands don’t get a response. But if you come to the table with a well-thought-out plan, you have a better chance of standing out,” she advises.
One of the key concepts in The Whole Sale is merchandising strategy, which Amlani defines as the intersection of product, distribution, and pricing. “It’s about what you sell, where you sell it, and at what price. Brands need to curate their product mix for each retailer or platform they work with,” she says.
Negotiation is another critical skill. “Brands can—and should—negotiate product placement, pricing, and marketing support. Many brands assume retailers will automatically provide these things, but it’s always best to clarify terms upfront,” Amlani adds.
A Must-Have Resource for Brands
Now available in paperback, The Whole Sale is positioned as an essential resource for brands attending trade shows or meeting with retail buyers. “It’s designed to be a reference guide that brands can bring with them to meetings and use in real time,” Amlani says. “It includes prompts for talking to buyers, strategies for getting retail-ready, and even real-world examples from my own experience.”
Ultimately, Amlani believes wholesale remains an essential growth avenue for brands, particularly in today’s complex retail landscape. “The goal isn’t just to get on shelves—it’s to stay there. That’s where preparation, strategy, and the right partnerships make all the difference.”
