More than two years after the pandemic began an e-commerce revolution, many brands are turning back to wholesale again. After a turbulent 2020, brand-retailer relationship has transformed, with both stores and the brands they stock more open to collaboration and compromise. Retailers are also seeking out new brands to lure customers back after a slowdown in e-commerce sales.

“There is a noted enthusiasm for returning to omnichannel selling, and I think wider distribution is sort of in physical channels,” says Brian Murphy, co-founder of Loeffler Randall.

On the latest edition of BoF LIVE, BoF’s Cathaleen Chen is joined by industry insiders Murphy and Domokos Szabó, group wholesale director at venture capital firm Vanguards, to unpack the new relationship terms between vendor and brands navigating wholesale.