Built to Sell.
Built to Grow.
ETL Distribution is a US consumer goods distributor representing brands across physical retail, e-commerce and wholesale.
We combine a commercially driven approach to selling with the relationships, market knowledge and infrastructure needed to build lasting distribution across the United States.
We Believe Distribution Should Be Active
WE'RE NOT HERE TO WAIT FOR THE ORDER.
Traditional distribution can be remarkably passive: products arrive, inventory is stored and orders are fulfilled when somebody decides to buy.
We believe a distributor should do more.
ETL takes an active approach to representing the brands within our portfolio. We look for opportunities, engage buyers, develop customer relationships and work to create demand across relevant channels.
Because our interests are aligned with those of our brand partners.
When you sell more, we sell more.
And that gives us every reason to keep looking for the next opportunity.
What Distribution Means To Us
01
Representation
A distributor becomes a representative of the brands it carries.
That means understanding the products, knowing how to present them and communicating what makes them commercially compelling.
We want our brand partners to feel confident that ETL represents their products with the same care and conviction they would themselves.
03
Development
Distribution should become stronger over time.
A first order can become a reorder. One product can become a range. One location can become many.
We stay focused on what comes next, continually looking for sensible opportunities to develop both the brands and accounts we work with.
02
Relationships
Consumer products aren't sold to buildings or purchasing systems. They're sold to people making buying decisions.
We believe strong distribution is built through credible, long-term relationships with retail, e-commerce and wholesale customers.
Our job is to understand what our buyers need and introduce products that genuinely make sense for their businesses.
Two Relationships. One Business.
Great distribution creates value on both sides.
FOR OUR BRANDS
We aim to become an extension of the commercial team.
That means understanding the brand, representing it properly, actively pursuing opportunities and providing insight into how products are being received within the US market.
Our responsibility isn't simply to purchase or hold inventory.
It's to help build the business behind it.
ETL DISTRIBUTION
CONNECTING PRODUCT WITH OPPORTUNITY
FFOR OUR BUYERS
We want ETL to be a useful commercial relationship.
That means understanding what our customers sell, what their consumers are looking for and which products within our portfolio are genuinely relevant to them.
We would rather introduce the right product to the right buyer than send every product to everyone.
Selective By Design
We Don't Want to Represent Everything.
The value of a distributor shouldn't be measured by the number of products in its catalogue.
We believe it should be measured by what it does with them.
That's why we're deliberately selective about the brands and products we take on.
We look for compelling consumer propositions, clear positioning, commercial potential and businesses that share our ambition to build something meaningful in the United States.
Maintaining a focused portfolio also allows our team to properly understand what we're selling — and gives every brand a greater opportunity to receive the commercial attention it deserves.
Fewer products collecting dust.
More products creating opportunity.
Focus Creates Expertise.
Consumer goods sit at the heart of ETL.
Our portfolio focuses on home & living, beauty & personal care, pet, sport & outdoor, food & beverage, and wider lifestyle products.
These are very different categories, but they have something important in common: success depends on understanding the consumer.
Products need to be relevant, well positioned, competitively presented and available through the places people choose to shop.
By remaining focused on consumer categories, we can develop stronger product knowledge, more relevant buyer relationships and a better understanding of where opportunities exist.
Physical + Digital
I would include this on About, but make it about ETL's philosophy, rather than repeating the e-commerce service.
Retail Doesn't Stop at the Store Door.
The distinction between physical and digital retail continues to become less important to consumers.
They discover products in stores and buy them online. They see products online and look for them locally. Marketplaces, specialist websites, national retailers and independent stores can all form part of the same purchasing journey.
ETL looks at distribution accordingly.
We don't think in terms of online or offline.
We think about where customers buy.
That allows us to consider the complete market when building distribution for the brands we represent.
Commercial Thinking. Physical Capability.
There's Substance Behind the Sales Team.
ETL's commercial focus is supported by our own warehousing and distribution capabilities near Chicago.
Having our sales and physical distribution operations working together gives us greater oversight of the products we represent and the customer orders we generate.
It also means we aren't dependent on an entirely separate logistics organisation to deliver on the commitments our commercial team makes.
For our brands and customers alike, that creates a simpler proposition:
One company responsible for selling, stocking and supplying the product.
I'd keep it at that. The Services page contains the detailed fulfilment information.
How We Do Business
NOW THE PRODUCT
If we're going to sell something, we need to understand it.
BE COMMERCIAL
Every opportunity has to make sense for the brand, customer and ETL.
KNOW THE CUSTOMER
Good selling starts with understanding what the buyer actually needs.
THINK LONG TERM
The strongest distribution relationships are built through repeat business, not individual transactions.
The Kind of Partnerships We're Building
We're Building ETL for the Long Term.
We want to build a distribution business that brands are proud to be represented by and buyers actively want to work with.
That means growing thoughtfully, investing in the relationships behind the business and remaining commercially ambitious without losing the responsiveness of an independent company.
We won't be the right distributor for every product.
And not every product will be right for us.
But where there's a strong fit, our intention is to build something lasting.
Great brands. Strong relationships. Sustainable sales.
Think We'd Work Well Together?
For Brands
If you're looking for an active US distributor that wants to sell your products rather than simply stock them, we'd like to hear your story.
[ INTRODUCE YOUR BRAND ]
For Buyers
If you're looking for new consumer products with strong commercial potential, speak to our sales team.