Exclusive distribution agreement: why it’s the winning formula

The exclusive distribution agreement is, in our view, the most robust formula for a French or European manufacturer looking to sell products in France through the DIY, garden and hardware retail networks. At Go Distribution, a multi-line sales agency founded in 1994, we have championed this conviction for thirty years, with the order book to prove it. Why does territorial exclusivity entrusted to a sales agent deliver better results than distribution fragmented across multiple intermediaries? This in-depth analysis answers that question, backed by figures and hands-on experience.

The current landscape: demanding distribution networks in a market under pressure

Let’s start with the facts. The French DIY retailers’ federation (FMB) and Inoha, which represents the sector’s manufacturers, announced a -4.3% decline in value in 2024 for DIY superstore sales, with total revenue of €22.1 billion. The trend is improving, however: DIY superstore revenue reached €21.8 billion in 2025, down -1.4%, a far more moderate decline than in 2024. Another key finding: e-commerce is growing strongly (+7.7%) and now accounts for 6.2% of DIY superstore revenue.

The DIY superstore channel also remains highly concentrated: four groups hold 97.5% of the market. On the builders’ merchant side, conditions have been tougher: the professional merchant trade fell to €21.3 billion, down -10.9% in 2024, according to figures published by Ecommerce Nation (2025). In the garden sector, the Promojardin-Promanimal association presented its 2024 market review in March 2025: a 6% drop in revenue, to €7.7 billion, before a clear recovery, as the garden market posted €8.52 billion in revenue in 2025, a slight decline of -0.3% (Républik Retail, 2026).

What should we take away from these figures? Retail buyers are making tougher decisions than ever. Every listing has to be won against concentrated central buying offices, department managers under constant pressure and constrained purchasing budgets. Entering these networks without an experienced local partner has become extremely difficult for a manufacturer, especially one new to the French market.

Analysis: what exclusivity really changes in a distribution agreement

An exclusive distribution agreement entrusts a single sales agent with representing your product ranges across a defined territory and set of channels. Non-exclusive distribution, by contrast, multiplies the intermediaries: importers, wholesalers and agents competing with one another. On paper, having more channels to market seems reassuring. In the field, the opposite is almost always true.

The first issue is pricing consistency. When two intermediaries offer the same range to two neighbouring merchants on different terms, the brand loses credibility within weeks. Buyers at Gedimat, Tout Faire and Chausson Matériaux compare notes, talk to each other, and penalise suppliers whose commercial policy lacks clarity.

The second issue is the agent’s commitment. A multi-line sales agent who holds exclusivity invests without holding back: regular sales rounds, in-store promotions, staff training, market intelligence from the field. They know that every order generated comes back to them. Without exclusivity, why would they spend a day training a hardware store’s team if the order might go to another intermediary? This mechanism explains the profession’s economic weight: in France, 28,000 sales agents bring their principals more than €70 billion in orders per year, according to the French national federation of sales agents.

The third issue is a fine-grained understanding of the channels. Garden centres, DIY superstores, builders’ merchants, industrial suppliers (Setin, Foussier, Legallais, Trenois Decamps, Prolians…) and hardware stores do not buy in the same way, do not list products at the same pace and do not expect the same merchandising. Only an agent who covers all five channels continuously can position each range in the right place, at the right time. We explore this point in detail in our article on the advantages of working with a sales agent.

In the field: what an exclusive agreement looks like day to day

Take our daily work at Go Distribution: 6 field agents, around 1,700 points of sale covered, from Bayonne to Marseille, across 31 French départements. The brands we represent — Rapid and SPIT in fixings, Difac in PPE, Mottez in storage, Master Lock in security, Alpha Coupe in cutting tools and Boku in Japanese shower toilets — all benefit from the same mechanism: an agent the distributor knows by name, a range championed continuously, and promotions planned around each channel’s seasonality.

And that seasonality leaves no room for improvisation. In garden centres, two thirds of annual revenue is generated between March and June: miss the season preparation in January and you lose the whole year. An exclusive agent plans the shelf placements, secures stock and schedules promotions ahead of the critical window. A supplier without a local partner often finds this out too late.

An exclusive agreement also reassures the distributor. The department manager at a DIY superstore or the buyer at an industrial supplier knows they have a single, reachable point of contact who will be back next month. No catalogue mailing or one-off sales team can replace that continuity of relationship. It is also one of the central arguments when comparing the cost of a salaried sales rep with that of an agent: we explain this in our article on why you should outsource your sales force.

What this means for you, a manufacturer looking to sell in France

If you run a French or European manufacturing business and are targeting the DIY, garden, builders’ merchant, industrial supply or hardware networks, here is what an exclusive distribution agreement delivers in concrete terms:

• One contract, one commercial policy: you control your prices, your terms and your brand image with no risk of cannibalisation between intermediaries.
• A variable, controlled cost: the agent is paid on commission on actual sales, with no fixed salary, no company car and no social security charges for you to bear.
• Immediate access to the networks: the agent brings their existing portfolio of points of sale; you save years of prospecting.
• A continuous flow of market intelligence: competitor monitoring, feedback from department managers, trends by channel — all of which feed into your range planning.
• A physical presence where it all happens: shelf layout, in-store promotions, demonstrations, dispute resolution. A central listing is worth nothing if the product doesn’t move off the shelf.

In return, exclusivity commits you: a clearly defined territory, shared objectives and regular reporting. A good agreement is built by both parties, with clear clauses on duration, the channels covered and exit conditions. It is precisely this framework that makes it so effective.

Frequently asked questions

Is an exclusive distribution agreement risky for the manufacturer?

The risk is limited: the sales agent is paid on commission, so only on actual sales. Contractual targets and regular reporting allow you to verify that the exclusivity is being fully exploited across the entire territory entrusted to the agent.

What is the difference between a sales agent and an importer-distributor?

A sales agent negotiates and sells in your name: you retain invoicing, the customer relationship and control of your pricing. An importer buys and resells your products: you lose visibility of the market and part of your margin.

Can exclusivity be limited to certain distribution channels?

Yes, and it is even recommended. An agreement can cover, for example, DIY superstores, builders’ merchants and hardware stores in a given territory, while excluding e-commerce or grocery retail. Everything is defined contractually.

Conclusion: exclusivity, a framework that sells

In a market where DIY superstores, builders’ merchants and garden centres scrutinise every listing more closely than ever, the exclusive distribution agreement remains the most effective formula for establishing a brand in France for the long term. It aligns your interests with those of your agent, protects your commercial policy and gives you direct access to the five channels that matter. If your company manufactures DIY, garden, hardware, tooling, fixing or PPE products and you are looking for a field partner in the South of France, let’s discuss your distribution project: thirty years on the road gives you very precise ideas about what works.