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Saturday, July 31, 2021

Leatherman Shifting Focus to DTC?

Leatherman announced today plans to re-focus and pare back its wholesale distribution partners as it looks to provide “a more consistent brand experience” for Leatherman’s consumer base.

As part of the streamlined retail strategy, Leatherman said it will exit a number of accounts in North America by the end of the first quarter in 2021 while turning its focus on increasing brand presence and demand at regionally selected single and multi-door accounts, with an eye to a “consumer-centered approach.”

“The decision to consolidate our wholesale partners is part of our ongoing commitment to create the best experience possible for our consumer,” said Tim McCool, executive vice president of global sales and marketing at Leatherman. “This shift in distribution will allow us to build stronger partnerships, provide more support to our retail partners and to build unique brand experiences with our retailers to engage with our shared fans.”

According to Leatherman sources, this new wholesale distribution strategy and continued omni-channel focus further underlines Leatherman’s “ongoing commitment to direct consumer engagement” in the years ahead.

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