Nike has cut ties with nine major wholesalers in a bold move which will see its products no longer stocked in over 1000 stores.
As part of its relentless shift towards a digital direct-to-consumer model, Nike will reportedly stop selling its products to a host of “strategic partners” including Zappos, Belk, Dillards, Boscov’s, Bob’s Stores, Fred Meyer, EBLens, VIM, and City Blue.
Collectively this means that its products will no longer appear in over 1000 stores, marking a major step in its “Consumer Direct Offense” strategy, aimed at driving customers to its own websites.
