Building a Multi-Brand Assortment Without Diluting Your Positioning
Carrying multiple brands can strengthen an assortment or blur it. A framework for choosing complementary rather than competing SKUs.
Sarah Whitfield · Regional Compliance Lead, North America
Published
The goal of a multi-brand assortment is coverage, not duplication. Before adding a second brand to your catalog, map existing SKUs against price point, material, and finish to identify genuine gaps rather than overlapping options.
Use series-level positioning (Essential, Studio, Signature) as a guide. A well-built assortment usually spans price tiers deliberately rather than clustering around a single tier across multiple brands.
Assortment StrategyRetail
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