Summary
A European distributor needed a single linen supplier who could ship the same collection to independent retailers, its own concept store, and its online shop without duplicating SKUs or breaking size and labeling consistency. MOQ: 60 pcs per style, 6–8 styles per season.
A European distributor needed a single linen supplier who could ship the same collection to independent retailers, its own concept store, and its online shop without duplicating SKUs or breaking size and labeling consistency. MOQ: 60 pcs per style, 6–8 styles per season.
Client Type: Wholesaler / Distributor
Market: Europe, selling into the US and the Middle East as secondary markets
Brand Positioning: Accessible natural-fiber essentials, mid-market price band
Product Category: Linen shirts, dresses, relaxed pants, and overshirts
The client sits between the factory and a fragmented retail base. One season it serves roughly forty independent boutiques, runs a single concept store in its home city, and sells the same styles through its own online shop. Each channel asks for different packaging, different price tags, and sometimes different size runs, but the garment underneath has to be identical.
Product Types: Linen shirts, midi dresses, elastic-waist pants, overshirts, and two skirt shapes
Target Channels: Independent wholesale accounts, one own retail store, own e-commerce site
Season: Spring/Summer core with a small carry-over range into early autumn
Priority: One specification, three presentations, and no channel-specific quality drift
The program was built around a shared garment specification with a channel layer on top. Nothing about the body, fabric, or fit changed between channels; only the commercial dressing did.
We treated the three channels as one production run with a split at the finishing stage. Fabric was booked once for the full seasonal quantity, which kept the dye lot consistent and removed the most common complaint in multi-channel programs: the same style arriving in two slightly different shades. Cutting was grouped by style and size, not by channel, so the size grade stayed identical everywhere.
After sewing and inline inspection, garments moved into three finishing lanes. The wholesale lane received neutral polybags and carton-level packing lists. The retail lane received printed price tags and paper bands. The online lane was folded to a fixed mailer dimension with a channel-specific barcode, which reduced pick-and-pack handling at the client's warehouse. Because the base garment never changed, a size exchange between channels stayed commercially simple.
The commercial structure followed the same logic. The buyer used a linen wholesale buying guide to model landed cost per channel before the first cut, and confirmed the minimum order quantity for custom linen clothing before committing color depth. That upfront work is what made a 6–8 style range viable at 60 pcs per style.
| Fabric | Washed European linen, approx. 170–200 GSM, pre-shrunk |
|---|---|
| Customization | Shared body spec; channel-specific hangtags, barcodes, and packaging tiers |
| MOQ | 60 pcs per style per colorway |
| Total Styles | 6–8 styles per season, 3–4 colorways each |
| Sampling Time | 8–12 days, two rounds (fit sample, then size set and packaging mock-up) |
| Bulk Lead Time | 28–35 days after sample and label approval |
| Quality Control | Inline inspection plus final inspection: measurements, workmanship, labels, barcode scan check, packing audit |
| Certification | ISO 9001, OEKO-TEX Standard 100, BSCI, SEDEX |
Planning a linen range that has to serve wholesale, retail, and online at the same time?
Send your style list and channel split, and we will return a costing and packaging structure within 48 hours.