Wholesale Sell-Through Strategy

Role: B2B Strategy · Retailer Marketing · Merchandising
Brand: Koy Resort

Overview

Koy Resort operates primarily as a B2B wholesale brand, working closely with small boutiques and resort retailers. As many of these stores began struggling to compete with larger online retailers, sell-through slowed and wholesale sales were impacted.

I wanted to find a way to support our wholesale partners in increasing sell-through—without forcing them to discount or take on additional work or costs. The goal was to help retailers sell Koy more effectively online and strengthen their social media presence, so they could continue carrying the brand. By supporting retailer success, this strategy also helped protect and grow Koy’s wholesale sales.

Here’s how I approached it.

The Challenge

Many of our retail partners had small teams and limited budgets, making it difficult for them to invest in online selling or compete with larger retailers in the same category. Most didn’t have the resources for their own photoshoots, nor the time or expertise to create strong product descriptions or digital content.

As a result, retailers were losing sales to larger online players or relying on discounting to stay competitive, which directly impacted Koy’s wholesale sell-through and overall sales.

The challenge was to create support that was genuinely useful to retailers while improving sell-through for the brand, without adding costs or operational burden on either side.

What I Did

I realized that Koy was already investing in high-quality assets—photoshoots, product descriptions, lifestyle imagery, videos, and UGC—for our own channels. I led an initiative to turn these existing resources into retailer-ready B2B marketing and merchandising support.

I created a retailer-ready B2B marketing and merchandising support package that retailers could easily use across platforms, including:

• Social media assets retailers could post immediately

• E-commerce–ready product imagery and product descriptions

• Clear product highlights and key selling points to support storytelling

• Merchandising guidance to improve in-store presentation

Everything was designed to be easy to use, on-brand, and realistic for small teams with limited time and resources.

The Result

• Improved retailer satisfaction and engagement

• Increased sell-through without relying on discounting

• Reduced markdowns at the retail level

• Increased wholesale sales and stronger reorder behavior

• Added tangible value to carrying Koy Resort, strengthening long-term partnershipBy leveraging existing brand assets and thinking from a retailer-first perspective, this strategy supported both our wholesale partners and the business—without increasing costs on either side.

Built to help small retailers compete and win.