Welcome to the Atlo Wholesale Dictionary

This dictionary explains the core terms used in modern wholesale sales for lifestyle brands.

Lifestyle brands in this context include interior, furniture, lighting, home, and fashion brands selling physical products through retail partners. Often across online, omni-channel, and physical retail.

Wholesale comes with its own logic. Orders are continuous. Stock changes daily. Reorders matter more than deals. Many common sales and CRM terms don’t fully describe how wholesale actually works in practice.

This dictionary exists to make that clearer.

Each definition focuses on how wholesale sales teams actually operate day to day. No theory. No generic SaaS language. Just practical explanations of how sell-in, orders, retail partners, and execution fit together.

We use these definitions internally at Atlo to design systems, workflows, and benchmarks for wholesale execution. They reflect how revenue is created in wholesale, not how it is tracked in software built for other industries.

Use this dictionary to:

• Align language across sales, operations, and leadership

• Understand how wholesale execution differs from pipeline sales

• Create a shared vocabulary for working with retail partners

• Make better decisions based on how orders really flow

If a term here feels more concrete than what you’re used to, that’s intentional. Wholesale works differently. The language should reflect that.