Playbook / Lessons / Expand: new markets

Vet any foreign distributor before you hand over your brand

Heaslip explains that a distributor buys your product and resells it in its market, takes ownership of the goods, and you give up control over pricing and marketing, so your brand's reputation depends on the choice. She recommends researching who operates in the market, deciding between exclusive and nonexclusive rights, and asking candidates about customer groups, networks, channels and the support they need from your team.

“Take time to find the right foreign distributor to represent your company abroad.”— Emily Heaslip, How to Find a Foreign Distributor for Your Product, Aug 2025

Do this

Write a short questionnaire (main customer groups, network location, sales channels, support needed from you) and send it to two or three candidate distributors this week.

More in this pack

• Prove demand abroad before you staff an overseas office
• Stay in your first location for the first few years
• Recruit local partners like customers with a filtered list and outreach
• Expand into a client niche close to the one you already serve

Get your plan

All steps · Trust · Pricing