Many new entrepreneurs believe that getting a distributor is the key to retail success in the United States. You’ve probably seen dozens of brand websites with banners like “Distributors Wanted” or “Seeking Distribution Partners.”
But here’s the truth: using distributors is not a shortcut to getting your product into major U.S. retailers—and misunderstanding their role can stall your retail growth.
How U.S. Distributors Actually Work
Unlike distributors in many other parts of the world, U.S. distributors operate mainly on the supply side. Their primary job is to move existing inventory efficiently—not to convince retailers to carry new brands.
Distributors in the U.S. earn money based on inventory turns and volume, not on building demand for your product. They typically manage warehouses filled with thousands of SKUs and work with retailers who already know what they want to order. That means distributors rarely create demand or handle retail placement for new brands.
If you’re a startup or emerging brand, expecting your distributor to “get you into stores” is a common—and costly—mistake.
Why Brands Must Create Retail Demand
Distributors succeed only when there’s already demand from retailers. That’s why smart brands focus first on generating that demand themselves.
To get retailers interested, you need to:
- Pitch directly to retail buyers or work with experienced retail consultants or sales reps.
- Invest in marketing and PR that build consumer awareness and pull demand from the retail side.
- Collaborate on in-store or digital campaigns that help retailers move your product off the shelf.
Retailers want products that sell, not just products that exist. If your brand isn’t driving traffic and sales, neither the retailer nor the distributor has much incentive to support you.
The Right Order: Retailers First, Distributors Second
Instead of leading with distributors, make your Plan A about building retailer relationships. Contact retailers directly, pitch your brand, and get them excited about your product line.
Once a retailer decides to carry your product, they’ll tell you which distributors they work with to handle logistics and fulfillment. That’s when you contact the distributor—who will now be a motivated partner because there’s confirmed retailer demand.
Distributors are not placement machines; they are relationship and logistics managers. Some are better than others, but none can replace your effort in creating market pull.
The Bottom Line
If you’re serious about getting into major U.S. retailers, remember this:
👉 Distributors are not your starting point—they’re your support system once retailer demand exists.
When money and margins matter (and they always do), no demand means no movement—no matter how good your distributor is.
Need Help Getting Set Up with Distributors?
At Retailbound, we specialize in helping product brands create retailer demand and build distribution strategies that actually work.
📩 Contact us today at info@retailbound.com to learn how we can help you connect with retailers and distributors the right way.
