The office products channel is undergoing a period of significant change. From consolidation among wholesalers to the continued rise of eCommerce and alternative distribution models, vendors are facing a more complex path to market than ever before.
In the April/May issue of OPI, Highlands CEO Seth Raley shares his perspective on how these shifts are reshaping the landscape and what brands need to do to stay competitive.
Understanding a Changing Distribution Landscape
Recent changes across the distribution network, including restructuring among wholesalers and expanded reach from national and vertical-market distributors, have created both challenges and opportunities.
One key takeaway: the channel is no longer linear.
Vendors must now consider a mix of independent dealers, national distributors, industrial suppliers, and online platforms when building their go-to-market strategy.
Planning for What’s Next
A major focus for Highlands is anticipating how the channel will evolve over the next several years.
As Seth explains, success depends on identifying which partners will emerge strongest and aligning strategy accordingly. This forward-looking mindset helps brands stay ahead of change rather than reacting to it.
“We’re spending a lot of time thinking about who is going to win in the marketplace.”
Expanding Routes to Market
Vendors are no longer relying on a single path to reach customers.
While independent dealers remain critical, growth is increasingly supported by national distributors, vertical-market specialists, and eCommerce platforms. Each requires a different approach, making channel strategy more important than ever.
The Role of AI and Data
Technology is also reshaping how companies operate within the channel.
AI and analytics are helping teams uncover product opportunities, manage large product assortments, and reduce time spent on manual tasks, creating more space for strategic work and customer engagement.
Supporting Growth Across the Channel
Whether working with global manufacturers or emerging suppliers, success depends on more than access; it requires the right positioning, pricing, and execution across every touchpoint.
Highlands works closely with brands to navigate these complexities and build strategies that align with how the channel is evolving.
Read the full interview with Seth Raley in OPI: https://www.opi.net/magazines/archive/2026/feature-ahead-of-the-curve/
Ready to navigate the office channel with a clearer strategy? Let’s connect.
