There is no universally correct European route to market. The right model depends on the product, margin structure, brand maturity, service requirements and the company’s ability to support local execution.
Distributor
A strong distributor can provide local stock, relationships and operational capability. The risk is granting broad exclusivity to a partner that lacks focus, resources or transparent sell-out data.
Marketplace
Marketplaces can validate demand and generate early revenue, but unmanaged cross-border sellers can quickly damage pricing and retailer confidence.
Direct retail
Direct retail can improve control and scale, but it requires commercial support, logistics, marketing, forecasting and often country-specific execution.
Hybrid models need rules
Many brands ultimately use a hybrid model. The critical element is clear territory, channel, account and pricing governance.