Offline and online prices can be calculated with the same discipline and still not be comparable. The difference may sit in where the brand’s own margin enters the model. Which channel looks cheaper once both builds carry the same definition?

Two distributors quote the same 38% margin. Applied to different bases, the shelf price differs by several dollars and the viability reading can change category. Before comparing proposals, what exactly is the percentage a percentage of?

A competitor's distributor looks like the safest lead on any list. But the same brand roster that signals category credibility can also signal conflict, or stretched resources. This Insight examines how executives should read a distributor's portfolio before treating it as proof of fit.

Any team can build a list of distributors in an afternoon. Far fewer can say which of them genuinely fits their brand, category and route to market. This article explains why partner selection is a growth decision, and why fit, validation and the right contact matter more than the size of your list.