The European Wholesale Report 2027

We are publishing The European Wholesale Report 2027. It covers what is happening on the webshops of Europe’s online interior retailers, and what the brands that grow their wholesale do differently.

Every number comes from Atlo’s own monitoring. Stock, price and range for thousands of products, at hundreds of online retail partners, checked every day.

Why we wrote it

Wholesale changed more in the last five years than in the twenty before.

The buyer used to meet the rep and trust the relationship. Now the buyer trusts the data. When a brand sends no data, the buyer plays it safe and reorders what sold last time.

Most brands have not caught up. Their sales teams work harder than ever and wholesale stays flat. We wanted to show where the sales go missing, with numbers instead of opinions.

Six findings from the report

1. Only 1 in 4 hero products is buyable at the retailer. For every 100 bestseller listings that could exist, 63 are carried and around 26 are in stock.
2. Up to 50% of a wholesale team’s time goes to manual work. Checking partner websites, comparing prices and building order suggestions by hand.
3. In stock converts better in every category. In kitchenware, conversion goes from 8% out of stock to 73% in stock.
4. 78% of retail partners want input on what to buy. The misconception that retailers do not want to be told what to order does not hold.
5. €50,000 to €600,000 in unrealized sales per brand. Found on the top 100 products alone, before looking at novelties or the long tail.
6. Novelties are the weakest part of the range online. The newest launches are in stock at 33% of listings, against 50% for the established range.

What is inside

• Part 1. Wholesale moved online. The sales process did not. How the buyer meeting turned into five Excel sheets.
• Part 2. The state of your listings. Stock and range by category, by partner and by market.
• Part 3. “Online retailers don’t want to buy stock.” Why they hold back, and the case of the largest stock order a retailer ever placed with a brand.
• Part 4. “Retail partners don’t want to be told what to do.” What buyers actually want from brands, from someone who sat in the buyer’s chair.
• Part 5. Where the growth sits in 2027. Top products and novelty launches.
• Part 6. The 2027 playbook. Five moves any brand can start on Monday.

The data behind it

Atlo tracks wholesale for interior and lifestyle brands across Europe. The report draws on:

• More than DKK 650 million in wholesale revenue running through the platform.
• A September 2026 scan of 5,169 hero products at online retailers.
• A map of 1,185 brands across Europe’s six largest online interior retailers.
• Six months of stock movement at online retail partners.

All brands and retailers in the report are anonymised. We work under NDA with our customers.

Who it is for

Commercial and sales leaders at interior and lifestyle brands that sell through retailers. CSOs, heads of wholesale, key account managers and founders who still run sales themselves.

If wholesale is a real part of your revenue and you cannot say how much of your bestselling range is in stock at your top 20 partners, this report is for you.

Get the report

The report is free. Email casper@atlo.io with the word Report and we send it to you the day it is out.

Want the same numbers for your own brand. We build a free stock and price report on your top products and your retail partners.

Book a demo with a founder

Sources

Atlo data from the brands we work with, 2025 to 2026. Conversion is estimated from how fast in-stock listings sell out, tracked over six months. All brands and retailers anonymised.