Ask the Collective

What do wholesalers mean when they ask about 'brand increases' for the year ahead?

When a wholesaler asks about 'brand increases', they may be referring to several different things — and it's worth clarifying directly with them. Members identified three possible interpretations: - **Price increases** — the most obvious interpretation; you likely covered this already. - **Product line extensions** — new SKUs within your existing brand(s). - **Portfolio brand increase** — adding entirely new brands to your stable rather than extending current ranges. One member noted this is increasingly relevant as wholesalers consolidate their supplier base; having multiple brands across multiple categories reduces the number of contacts they need to manage, making the relationship more efficient for them. **What to do:** Simply ask the wholesaler to clarify exactly what they mean. The distinction matters because it shapes your commercial and category strategy for the year.