Wholesale
Also: B2B, sell-in
Wholesale is revenue from selling product to third-party retailers, distributors and marketplaces, which then sell it to consumers. The brand books the sale when goods ship to the account, so wholesale revenue measures sell-in, not consumer demand. It carries a lower gross margin and lower operating cost than direct sales, and shipment timing can move revenue between quarters.
Wholesale teams sell a season in advance from order books, so a strong quarter of shipments can precede weak sell-out at the accounts and lower reorders later. Brands with access to account sell-out data can see that gap before it reaches their own revenue.
On's wholesale net sales rose 4.7% to CHF 461.9m and added CHF 20.9m in the second quarter, after 13.3% growth in the first quarter.