How to Sell Now: Multi-Brand
The luxury retail landscape is evolving as brands increasingly focus on direct-to-consumer (DTC) strategies while still relying on multi-brand wholesale channels. This dual approach creates challenges for retailers who must adapt to remain relevant and provide unique customer experiences. Despite the shift towards DTC, multi-brand environments continue to play a crucial role in customer discovery and access to diverse product assortments.
- ▪Luxury brands are prioritizing direct-to-consumer strategies while still relying on multi-brand wholesale channels.
- ▪Research indicates that multi-brand environments remain important for customers, with department stores being the top choice for luxury purchases.
- ▪Retailers must evolve from scale-driven distributors to curators that offer unique experiences to attract brands.
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RetailHow to Sell Now: Multi-BrandBy Vogue Business June 3, 2026Photo: Getty Images / Artwork by Vogue BusinessSave StorySave this storySave StorySave this storyAs luxury brands double down on direct-to-consumer [DTC], multi-brand retail is being pulled in two directions at once.On the one hand, wholesale remains essential for reach, discovery, and market entry — and our research shows it continues to play a meaningful role in conversion. On the other, it sits uneasily within an industry increasingly focused on controlling customer relationships, pricing, and experience.The result is a channel under pressure. Brands are reducing doors, renegotiating terms, and becoming far more selective about where and how they show up.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at Vogue.
