Country of Origin: AUSTRIA
Overview
The Austrian producer entered discussions with a firm position: expansion was acceptable only if pricing integrity and brand discipline could be fully preserved. Volume was never the objective. Control was.
The task was not to distribute widely, but to distribute correctly.
Challenge
The Ukrainian market offers scale — but often at the cost of margin erosion and inconsistent representation.
High-volume distributors promised fast coverage, but none could guarantee long-term alignment with the brand’s standards.
The challenge was finding partners capable of restraint.
Our Approach
We designed a selective distribution model focused on strategic compatibility rather than reach. Drawing on the CEO’s experience in direct import and portfolio management, we mapped margin structures, channel risks, and partner behavior before initiating any negotiations.
Distribution logic was built backwards — starting from the brand’s desired market position and defining who could realistically support it.
Execution
Potential partners were evaluated not only on sales capability, but on operational discipline, communication standards, and understanding of premium brands.
Entry was limited intentionally, with clear contractual and strategic boundaries.
We monitored early-stage execution closely, adjusting partner roles where necessary to maintain consistency.
Result
The brand established a controlled presence across selected channels with stable pricing and clear market perception.
Distribution became a strategic asset — not a vulnerability.
Insight
True selectivity is not about exclusion.
It is about alignment.