ALFA views the Manufacturer – Distributor relationship as a long –term partnership. It is with this goal in mind that the company is highly selective when choosing new product lines in which to invest its resources. Considerable time is invested in market research, forecasting, and dealer interviews prior to adding a brand to the company’s look book. Once a brand is deemed an ideal fit to complement ALFA’s other offerings, it is further reviewed using the following criteria.


How selective is the manufacturer in choosing distributors? Will they open anyone who meets the buy-in requirements, or do they support wholesale-only distributors? Is the brand over-distributed? Does the brand have distributors working out of residential locations or retailers with distributor-level pricing?


ALFA’s Marketing Department invests significant resources into developing meaningful advertising campaigns and programs for its partners. Many of these are self-funded. When promoting a specific brand or product, the company finds it wise to partner with its suppliers, and looks for this capacity during evaluation.


ALFA seeks market leaders which offer high-quality products and superior support. Innovative manufacturers who provide unique materials and grow the company markets command attention.


Is this brand conducive to three-step distribution? Is the brand presently being sold for a few points over cost by retailers that have been elevated to WD status? Is the manufacturer selling through all channels? If so, is their structure set up for distributors to be integral partners or new account incubators.

New Accounts

Will the manufacturer forward new leads to distributors, or pursue them and compete with their WDs in the process? Will accounts buying from current distribution be opened up directly by the manufacturer?


ALFA Distribution looks for partners who are invested and determined to pursue prosperity; the company relies on its partners to continuously create growth opportunities by developing innovative new products.


ALFA is committed to being a transparent link in the supply chain, offering clear and direct communication when issues arise or detours are required. The company looks for the same qualities in its suppliers.


Has the manufacturer invested in electronically cataloging their data to make it easier to sell and promote their products?


Sales Specialists are enthusiasts with niche market segment specialization. ALFA Sales Representatives regularly travel across the county visiting its wholesales and staying active at the grassroots level of the marketplace. With more than 1000 active accounts, ALFA wholesales base is one of the largest groups of specialize retailers in the country.

The company makes significant inventory investment in its partner brands. Lost sales tracking, including unique customer analytics and reporting is offered. ALFA stocks a wide assortment of products, and reorder regularly.

ALFA builds high-quality long-term relationships with its partners by taking a collaborative approach to negotiating, and not using leverage for short-term gains. ALFA offers a clear analytical picture of the business relationship with its partners through best-in-class reporting; this shows the details of the business relationship and highlights ways it can improve. The company is focused on the long-term success of its partners.

ALFA’s sales and marketing staff attends numerous events and offers vendor display assistance for its partners. ALFA’s in-house creative team is dedicated to producing unique content and marketing collateral for its dealer base, to aid in the marketing of manufacturers. All new products are added to www.alfahandbags.com quickly

Customer Service
ALFA’s customer support department provides industry leading required response times for all issue varieties, from tracking requests to technical installation questions. A balanced Support-to-sales mentality exists, with more than half of the company’s staff members providing its dealers best in class customer support. The company exists solely to support the wholesale channel; this 100% commitment ensures ALFA never competes with

ALFA offers an online order entry portal and free order processing in all forms. Best in class backend tools are provided to the company’s dealers; they have the ability to see manufacturer inventory, handle complex drop shipping, view product data, and have full supply-side transparency.


ALFA’s proprietary software provides real-time inventory tracking. Distribution center are located in Los Angeles ensure ALFA is able to serve 100% of the continental United States within 3 days. No Hassle Returns are processed, inspected, and credited within 24