P H I L O S O P H Y TA L K
ADRIAN MARWITZ »St ran ge r No. 28«
LESS IS MORE – MORE OR LESS
» Stran ge r No. 38«
ADRIAN MARWITZ’S LEAN DISTRIBUTION STRATEGY
Hello Adrian, with adrian marwitz you have
always lots and lots of new stuff. Every
everything in stock to fulfill customer
been part of the industry for six years. Now you
sales rep and distributor needed their
requests in a timely manner.
are pursuing an entirely new direction?
own, entirely new set of samples. At one
Are you not prioritizing certain products in
point, our collection consisted of nearly
terms of stock-keeping?
That’s correct. What was wrong with the way things were
300 frames. And that means 300 pairs of
You would really have to be a genius to
going?
glasses that first need to be manufactured
be able to predict which model in which
Ever since we started, we have always
just to have something to show people –
colorway will sell the most.
seen strong growth. But with our increa-
without having sold a single one. At 15
What were the ultimate consequences of this
sing number of customers and distribu-
sets of samples you’re looking at produ-
pattern?
tion partners also came a rising level of demands. More colors, more shapes, more
cing 4500 pairs of glasses. What was the problem?
This way of doing business leads to large amounts of leftover stock and unsellable
advertising, more new models. Every-
For a high-end label looking to protect
inventory. It leads to producing way
body wanted something different. But
our brand, it was almost impossible to
too much product, which you end up
most importantly, they wanted more and
sell all these frames. Plus, we had to keep
throwing away – or letting it rot in your
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