Finding distributors for your wares
Trade shows and industry magazines are fertile sources of contact information for distributors specializing in your field.
Phyllis Erickson, Baltimore
What are the best resources for finding a distributor that specializes in a particular retail area – i.e. sports apparel, running apparel or biking apparel?
By Myrlande Davermann, Fortune Small Business contributor
Dear Phyllis: “Since distributors primarily operate in business-to-business circles, the best way to find and meet distributors is through trade channels,” says Andy Tompkins, health and fitness business group show director for Action Sports Retailer, which operates an annual sports-industry trade show.
ASR’s annual show draws distributors from 40 countries looking for new products to add to their lineups. If you want to know what kinds of distributors will be attending a given show, get in touch with the show’s organizers: they’ll often be happy to share contact information, Tompkins says.
Gary Vasconi, president and cofounder of cycling apparel distributor Upland Sports Group, Inc., says that he and his partner started out by going to trade shows to get a feel for the industry. It took Vasconi nine months to development the business plan for his company; attending trade shows along the way was helpful because he could meet with vendors and discuss his evolving plans.
One worthwhile show Vasconi recommends is Interbike, usually is held in September. This year, it will take place in Las Vegas, Sept. 24-26. Another major draw for the industry is the Outdoor Retailer Trade Show, which is held in Salt Lake City twice a year, once in the winter and once in summer. There, all types of athletic apparel and equipment companies are represented, Vasconi says.
If your budget doesn’t stretch far enough to cover travel and attendance fees for shows, check out recent issues of trade magazines for your industry, Tompkins recommends. They typically include both ads and editorial mentions of distributors.
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DiggJohn:
Your advice and help was invaluable . Thanks so much.
Trade show vendors tend to have great websites where you can also find out attendee statistics and exhibitor information. Industry insider websites like UnitedStatesofApparel.com are also good places to look.
Another choice besides distributors is to look for independent reps, also called manufacturers’ reps or factory reps. These people or firms have specializations, like sporting goods. The established ones have accounts they call on, generally on a regular basis.
Whereas distributors generally stock inventory and so expect steeper discounts because of their inventory costs, independent reps order when they sell. Additionally, you do not pay them until they do sell. Be prepared for them to negotiate for territory protection and commissions on all sales within their area.
It is rare for a distributor to stock product prior to your having created demand. Thus, these rep firms are usually your best step to get started. Nevertheless, the more you can do to create demand and to make their jobs easier, the better they will do for you.
There are several ways to find rep firms to work with. First, ask companies like the ones you want to sell to who their favorite vendors are. Contact the manufacturers’ reps they recommend.
Another approach is to contact associations for reps who specialize in your industry. I found the following ones online when I did a web search:
• MANA Online, Manufacturers Agents National Association, http://www.manaonline.org/
• Thomas Global’s web site, http://www.thomasglobal.com/Default.asp?bhcp=1 – I searched on “manufacturers rep” – there were three pages of industry classifications that came up.
• WEDDLE’s Association Directory, http://www.weddles.com/associations/index.cfm, for a wide variety of associations.
o You may not find factory reps or manufacturer’s reps listed as such. However, if you find the kind of industry you want to target then find the association for it, you should be able to ask them for a list of members who are rep firms or individual reps.
Another method to find them would be to check out directories including the American Marketing Association, http://www.marketingpower.com/directory-display.php.
Finally, you can do a web search for recruiters and matchmakers who specialize in on manufacturers’ reps.
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