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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Increasingly Popular Solve to Fashion’s Wholesale Woes

A challenging wholesale environment is pushing more fashion brands to sell on marketplaces where they directly fulfil customers orders. But the model requires a higher level of collaboration between brands and retailers to make it a mutually beneficial investment.
An image of Cult Mia's homepage.
Cult Mia has seen the number of brands applying to sell on its site grow to 250 a month in 2025 from 75 in 2023. (Cult Mia)

The solution for fashion retailers’ inventory dilemma? Increasingly, not holding any inventory at all.

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Further Reading

Saks Wanted to Clear the Air With Brands. The Plan Backfired.

Relations between Saks Global and many of the 2,000-odd brands stocked in its department stores appear to be worse than ever after the owner of Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman sent a letter this week setting new payment terms.

How Emerging Brands Can Solve the Wholesale Puzzle

Partnering with department stores and boutiques used to be the first and sometimes only option for new labels to break though. Today, that path often winds through Shopify and Instagram first, but multi-brand retailers still have an important role to play.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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