The US is the toughest market to crack, Barbour head of global distribution Paul Johnson-Barnett told Drapers Operations Forum.
Barbour trades in 19 countries but Johnson-Barnett said the “sheer scale” of the US made it a difficult market in which to supply and distribute product.
“It’s a tough market to break when you’re a small player. Finding supply chain has proven difficult,” he said.
Johnson-Barnett said retailers should try to balance service expectations with cost when it comes to fulfilment rather than try to match the offer of larger competitors
“Not everyone can be in the golden triangle. It’s not about being optimum – it’s about optimising what you do,” he said.
However, he said using expertise from third parties can help improve operations: “If you can’t be the best at what you do, find the best,” he advised.