Check category and portfolio fit
Review the distributor’s current categories, competing brands, price segments, product formats and experience with comparable products. Ask how the proposed brand fits its portfolio priorities.
Distributor evaluation
A distributor should be qualified—not just listed.
The right distributor is not necessarily the largest company. It is the partner whose category expertise, channel access, operating model and commercial expectations match the brand and its stage of expansion.
Verify channel access
Distinguish between claimed relationships and active commercial access. Clarify which pharmacies, retailers, salons, clinics or online channels the distributor currently serves, and in which territories.
Understand operating capability
- Import and regulatory coordination responsibilities.
- Warehousing, fulfilment, sales coverage and merchandising capacity.
- Marketing support, training and launch execution.
- Forecasting, reporting, payment processes and after-sales handling.
Test commercial alignment
Discuss wholesale pricing, target margins, MOQ, first order, payment terms, marketing contributions, returns, exclusivity and performance expectations. Put responsibilities and decision rights in writing.
Use a staged commitment
Start with a defined evaluation or pilot where practical. Tie any expansion or exclusivity to measurable commitments and mutually agreed review points.
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