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Off-price is seen as dilution by definition. But excess stock doesn't dilute brands. The wrong channel does. Dilution is visibility: your product on a marketplace at 40% off, in a grey-market listing, on a rack next to your own flagship. Take the same units and move them into 5,000 verified outlets, in towns where you have no store, under rules you set, with every buyer approved one by one. The stock sells. Your brand is never seen selling cheap. Message me and I'll tell you how many of our 5,000 stores are more than 50 km away from any store you own.

After a few days in Milan, meeting brands and seeing what’s happening in the market, one thing stood out to me: Off-price is becoming less about “getting rid of stock” and more about having a strategy for stock. Meeting our partners at Micam was a great confirmation that we’re moving in the right direction with our model - where controlled sales aren’t a compromise for brands, but a strategic part of their growth. With Unfrosen.com, controlled off-price is a real distribution strategy. See how it works: https://lnkd.in/dTcY-gYz

One more though from Micam: brands are investing heavily in their own outlet channels. But outlets come with stores, teams, operations and costs that sit directly in the P&L. What if you could switch on an outlet network only when you actually need it? That’s what we have at Unfrosen. We’ve built a network of 5,000+ verified retail buyers, with a large part operating physical outlet-type stores, across multiple European markets. Plug & play outlet distribution. Only when you need it, in the territories you choose. See how it works: https://lnkd.in/dTcY-gYz

Our second B2B auction goes live in an hour. 🛑 🛑 🛑 14 lots, 268 verified buyers from 9 countries already in. If you have overstock sitting in a warehouse, instead of showing it to 3 buyers, how about 268 in one room bidding against each other to give you maximum recovery? Learn more about how it works: https://lnkd.in/dPyxeicH

Excess stock only hurts a brand when it turns up in the wrong place. Unfrosen sells yours through 5,000 verified physical outlets across Europe, most of them in Eastern Europe, far from your flagship doors. You get the reach of your own outlet chain without signing a lease or hiring a single person, because the stores already exist and already trade. You choose the countries and the stores, and you set the price floor. Every store is approved one by one, nothing goes online, and after each sale you get a report of where every unit ended up. unfrosen.com

Hundreds of European off-price stores asked us for apparel more than anything else last month, 48% of all requests. Footwear was 40%, bags and leather 10%. What they will pay per piece runs the other way. Against apparel, buyers pay roughly 1.8x for footwear and about 2x for bags and leather. By brand group, sport was named in 58% of requests, premium in 57%. Affordable luxury and outdoor and active were 25% each, fast fashion 23%. Groups overlap, since one request can name several. 63% wanted the stock ASAP. Unfrosen - view live requests here: https://lnkd.in/d6EgxMUy