Alex and Ani Plans to Sell to Fewer Independent Jewelers

As part of a distribution overhaul beginning in 2019, Alex and Ani will sell more of its product through proprietary channels and less through independent jewelers and mass merchants While the Rhode Island-based brand doesn't plan any changes in the current year, it will likely cull the number of jewelers it sells to in 2019 and beyond, says Dani Marks, senior director of brand marketing At present, 50-55 percent of Alex and Ani's revenue comes from its concept stores and its website.

The brand is currently sold at 1,800 independent jewelers in the United States She stresses that Alex and Ani still plans to sell to some independents and department stores Alex and Ani's move is in many ways similar to what charm brand Pandora did in 2016, when it cut a large number of its independent accounts.

While Marks didn't feel that was an apt comparison-"Alex and Ani is unique," she says-she does think the move is necessary for the company to have greater control of its brand. . Source