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Sandra Halliday Published
August 21, 2025
The seemingly-relentless drive towards DTC and away from wholesale appears to be stalling with wholesale management ecosystem JOOR saying global fashion brands are forecasting “exceptional growth of 27% in their wholesale channels”.
That’s based on a survey it conducted among its customers. It said 74% of brands reported wholesale making up over half of their sales with 51% saying wholesale is their top channel for investment, over e-commerce and DTC retail stores.
Some 75% of brands identified having the same or a bigger portion of their business coming from wholesale, and 33% reported a shift from DTC towards the wholesale channel. The latter is actively growing as a percentage of total business.
It’s something being seen most strongly in APAC and Europe where 46% and 43% of brands, respectively, reported having a larger portion of their business driven by wholesale compared to last year.
Some 67% of JOOR brands also reported sales volumes equal to or greater than last year.
Survey responses came from around the world with half of reporting brands being from Europe, 34% from North America, 13% from Asia-Pacific, with the balance from South America and the Middle East. The brands also covered a wide range of categories including womenswear, menswear, childrenswear, accessories, footwear, and home.