How Rothco Reduced Buyer Response Time by 78%
How a legacy brand with thousands of SKUs modernized wholesale selling with shareable presentations
Overview
Rothco is a long-standing supplier of military-inspired gear and apparel with a product line that spans multiple markets—from fashion and streetwear to tactical, outdoor, uniform, and public safety. With thousands of active styles, the core challenge isn’t demand. It’s enabling buyers to discover the right products quickly and place orders with confidence.
Darin Kaye, Rothco’s National Sales Manager, supports accounts ranging from independents to larger specialty retailers. His team adopted Brandboom to modernize how they merchandise and present such a large assortment to buyers.
The Challenge
Rothco’s assortment is massive—thousands of styles available at any given time. Traditional tools created friction:
- Printed catalogs can sit unopened or quickly become outdated.
- Email attachments are easy to miss, hard to browse, and difficult to share internally.
- With so many SKUs, it’s challenging to curate the right set of products for each buyer and market without spending significant time assembling materials.
Rothco needed a faster way to create focused assortments for different retailers and categories—without relying on static materials.
The Solution
Rothco used Brandboom as a sales enablement layer for wholesale buying:
- Market-specific presentations: Reps build tailored presentations based on the buyer’s channel (mens, fashion, tactical, outdoor, workwear, etc.).
- Simple share links: Instead of sending large files, reps send a single clickable link buyers can open immediately.
- Always-available access: Presentations stay accessible, so buyers can revisit, share internally, and reference later.
For Rothco, the key value was turning a huge product catalog into curated, easy-to-navigate buying experiences.
Results
While Rothco’s case study is qualitative, the impact is clear and measurable in process improvements:
- Reduced average buyer response time: Brandboom helped cut Rothco’s average buyer response time by 78% (from days to hours).
- Faster buyer engagement: Buyers often view presentations quickly—“in just hours” rather than days or weeks.
- Higher visibility with major accounts: Even when large retailers order through their own internal systems, they use Brandboom presentations as the reference point to build their orders.
- Positive buyer feedback: Buyers comment that it’s “great to see Rothco on Brandboom,” reinforcing the value of a modern buying workflow.
Why It Worked
Rothco sells into multiple markets with consistent year-round demand. Brandboom supports that model by making product access fast and repeatable:
- Speed: Share links reduce friction for buyers who are trained to click and browse quickly.
- Clarity: Presentations help buyers navigate thousands of SKUs without being overwhelmed.
- Flexibility: Works across different channels—fashion retailers, specialty, online accounts, and non-fashion categories.
Takeaway
For brands with large assortments, the wholesale bottleneck is often not product—it’s presentation. Rothco used Brandboom to modernize how they curate, share, and sell their line, improving engagement speed and making it easier for accounts to shop confidently.
Want buyers to respond faster and shop your line without friction? See how Brandboom can streamline your wholesale process—book a demo today.