CPG brands might think distribution = large national distributors. Not True; they’re not the only path to retail shelves.
Many emerging brands are finding success by working with alternative or regional distributors to build traction before expanding into larger distribution networks.
Different Paths to Distribution
Today, brands have more distribution options than ever before. Platforms like Faire and Airgoods make it easier for brands to connect directly with independent retailers.
Regional distributors can also be strong partners, helping brands build meaningful presence within a specific market before scaling nationally.
Why Emerging Brands Often Choose Alternative Distributors
Alternative distributors often offer advantages that are especially helpful for growing brands. These partnerships typically come with greater transparency, fewer deductions and fees, faster issue resolution, and simpler onboarding processes.
For brands still refining their strategy and operations, that flexibility can make a big difference.
When Alternative Distribution Makes Sense
Working with alternative distributors isn’t just for early-stage brands. Depending on a company’s strategy, budget, and risk tolerance, they can make sense at many points in a brand’s lifecycle. In some cases, retailers may even have preferences for certain distributors.
Misconceptions
Many assume that alternative distributors don’t have the reach or account support of larger players. In reality, many have strong relationships with independent retailers and can help brands go deeper within a region. Companies like Spindrift, RXBAR, and Siete Foods…can we have 2 lines about what their success looked like because of alternative distributors?
For brands focused on building real traction with indie retailers, alternative distributors can be one of the most practical paths to retail growth.
