How Burton and SPY Win in Wholesale by Equipping the Store Floor

Burton and SPY didn't wait for wholesale to come back. They've been doubling down on it—strategically.

While other brands pulled back from physical retail, these two stayed committed to their dealer networks. Not because they were stuck in the past, but because they understood something fundamental: wholesale, done right, is a revenue driver.

The difference? They're not treating wholesale like a passive sales channel. They're actively investing in the people who sell their products on the store floor.

The Wholesale Challenge Every Brand Faces

Here's the reality: your brand rep can't be in every store. Even if they could, they can't train every associate, track every shift change, or stay top of mind between visits.

And the store floor is where your sale happens. The associate standing three feet from the customer has more influence over the purchase decision than your digital ads, your Instagram feed, or your website copy combined.

The question isn't whether wholesale matters. It's whether you're equipping the people who actually sell your product—or leaving that to chance.

How Burton and SPY Equip the Store Floor at Scale

Burton and SPY use ENDVR to stay present in every door, consistently, even when the rep isn't there.

Here's what that looks like:

• Digital education that keeps associates confident and knowledgeable about product features, fit, and performance
• Sales incentives that reward associates for selling, keeping the brand top of mind on the floor
• Real-time engagement that doesn't disappear when the rep walks out the door

Nathan Benson from Burton put it simply:

"Engagement was through the roof!"

That engagement translates directly into sell-through. Associates who know the product sell it. Associates who are incentivized recommend it. And customers who talk to confident, knowledgeable staff are far more likely to buy.

Why This Works: The Store Floor Is Your Sales Channel

The brands winning in wholesale today aren't relying on hope. They're giving store associates the tools and support they need to become confident sellers.

Think about it from the associate's perspective: they're juggling dozens of brands, hundreds of SKUs, and a constant stream of customer questions. Without clear product knowledge and motivation to recommend your brand specifically, you're just another option on the wall.

But when you show up consistently—with education, incentives, and support—you become the brand they believe in and recommend first.

The Result: Sell-Through That Drives Revenue

This isn't theory. Burton and SPY are seeing measurable impact:

• Associates are more engaged with their products
• Sales incentives drive recommendations at the point of purchase
• Brands stay top of mind between rep visits
• Sell-through increases across their dealer networks

Digital tools like ENDVR don't replace the rep relationship—they amplify it. They scale the kind of education and engagement that would otherwise be limited to a handful of stores.

Your Move: Invest in the People Who Sell Your Product

Burton and SPY aren't winning in wholesale by accident. They're winning because they treat the store floor like the sales channel it is.

If your brand sells through retail, the associates on the floor are your most powerful—and most underutilized—sales team. The question is whether you're equipping them to sell for you.

See How It Works

Watch a 2-minute demo to see how brands like Burton and SPY use ENDVR to power sell-through across their dealer networks—or talk to one of our sell-through experts to explore how it works for your brand.