What is the difference between distributors, importers, brokers, and wholesalers?
Importers source brands from outside their home country and provide customs clearance, key account selling, logistics, and financial services for a limited number of brands that they represent. The majority of distributors are also importers, although some distributors do not handle brands from outside their home country. Brokers focus on selling and merchandising and do not normally handle logistics or accept financial risk for the brands that they represent. Wholesalers sell directly to retail customers, and handle a complete assortment of category brands versus distributors, importers, and brokers which focus on only a limited number of brands. Wholesalers usually do not perform brand marketing and rarely provide in-store merchandising services.
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