More robust and secure delivery methods, such as a locking system that blocks unauthorized retailers from buying particular product lines, will help DBL attract manufacturers who may have shunned two-tier distribution in the past because of the added cost, Lorsch said. DBL will also be introducing new marketing programs to help manufacturers reach more of the right customer, he said.
“That will allow us to better execute distribution for the manufacturers,” Lorsch said. “We can open and close the pipe for better manageability to give manufacturers greater comfort.”
To deepen those efforts, DBL has hired Henry Chiarelli as its new CMO. Chiarelli, who has worked in marketing and merchandising for Gibson Audio, Comp USA and RadioShack, will drive DBL’s online marketing and catalog strategies and will maintain relationships with the distributor’s 300 manufacturer partners and work to bring on new ones.