Solutions · 02
Your brand already sells in Spain, but the channel is not performing
When a brand already sells in Spain and the business is not growing, the cause is almost never demand. It usually sits in three places: sell-out nobody measures, pricing nobody governs, or a distributor whose incentives no longer match the brand's.
Who this page is for: Sports brand already distributing in Spain
The situation
There is revenue in Spain, but it has been flat for two or three seasons. The brand cannot see consumer sales data, does not know which stores rotate the product, and finds its goods in channels it never authorised. Conversations with the distributor have turned defensive.
The questions in front of you
The questions in front of you
Is the problem the product or the channel?
Sell-through tells them apart. If the product rotates well where it is stocked but sits in few doors, the problem is coverage and commercial effort. If it is in many doors and does not rotate, the problem is product, price or range planning. Without that data, the discussion with the distributor has no referee.
What can be done about the grey market?
The grey market is genuine product sold outside the authorised channel or territory. It is not counterfeiting and is not addressed through criminal law: it is handled contractually and through distribution control, identifying the leak in the supply chain. Left open, the reference price breaks and the legitimate retailer stops buying.
Can the model change without losing the accounts?
Yes, but sequence matters. Moving from distribution to agency without first transferring the relationship with each buyer means starting again. The transition is planned account by account and inside the sell-in calendar, not between seasons.
What usually goes wrong
Changing distributor without a diagnosis
The messenger is replaced and the problem remains: if the cause was range planning or price, the new distributor repeats the result.
Terminating without reviewing the consequences
Ending a commercial relationship in Spain carries legal and financial consequences that are worth reviewing before communicating anything.
Opening digital without control
Adding pure plays without price governance accelerates the decline of the physical specialist, which is what sustains the category.
Measuring sell-in only
The order says what the channel bought, not what the consumer bought. A brand watching only sell-in finds the problem a season late.
What Altrian does
Channel diagnosis
Analysis of sell-in against sell-out by account, real door coverage, observed pricing in physical and digital channels, and detection of grey market leaks.
Restructuring plan
Definition of the target model, range planning by channel and pricing policy, with an account-by-account transition calendar.
Execution and follow-up
Direct account management through the transition and regular reporting against agreed indicators.
Services involved
Other situations
Other situations
Brand not yet in Spain
Your sports brand does not sell in Spain yet
→ See 03Football club
Your club generates revenue but does not know its fans
→ See 04Federation or property
Your sports property has an audience and no inventory
→ See 05Public institution
Your institution invests in sport and does not measure the return
→ See 06Investor or owner
You are investing in a Spanish club and need to know what you are buying
→ SeePublished: · Updated: