In a shifting global fashion landscape, independent retailers have emerged as a primary engine for wholesale growth. According to the 2026 market report released today by Joor, a wholesale management platform, independent boutiques now account for 62 percent of total transaction volume, which is up from 49 percent just five years ago.
The data spotlights a divergence between small-scale independents and larger enterprise retailers. While independent retailers increased their order volume by 27 percent since 2020, traditional department stores saw a 13 percent decline in transaction volume over the same period.
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The report, titled “The 2026 Wholesale Landscape,” also identifies two major trends driving the market this year. The first is a demand for value. Buyers are increasingly hunting for lower price points to round out their assortments. Approximately 35 percent of brands cited “lower price points” as a critical factor for winning new retail partnerships, a significant jump from 25 percent three years ago.
The other key trend is about prioritizing financial stability. With market uncertainty looming, the survey showed that 49 percent of brands now prioritize a retailer’s ability to pay on time when choosing partners, nearly doubling the emphasis placed on payment terms last year.
Brands are also adapting how they present products. While 95 percent of brands polled are showing new lines this season, the traditional full-sized collection is losing ground to more agile formats. Capsule collections (up to 30 percent) and evergreen “never-out-of-stock” styles (up to 28 percent) have seen a surge in popularity as brands seek to mitigate risk.
Amanda McCormick Bacal, senior vice president of marketing at Joor, said the independent retail sector “is a cornerstone of this performance, offering a level of resilience and momentum that has made it a fundamental part of brands’ global strategy.”
Despite a renewed interest in physical trade shows, the transition to digital remains aggressive. The survey found that 43 percent of buyers surveyed said they plan to conduct the majority of their appointments virtually this year, as the industry continues to embrace the efficiency of digital-first wholesale.
As wholesale remains the most profitable channel for 55 percent of fashion brands, the 2026 outlook suggests that those who pivot toward independent partnerships and flexible pricing will be best positioned for the year ahead.
