{"id":45594,"date":"2025-10-16T22:55:04","date_gmt":"2025-10-16T22:55:04","guid":{"rendered":"https:\/\/isafespend.com\/?p=45594"},"modified":"2025-10-16T22:55:04","modified_gmt":"2025-10-16T22:55:04","slug":"expert-retailer-reveals-what-businesses-should-know-but-dont","status":"publish","type":"post","link":"https:\/\/isafespend.com\/?p=45594","title":{"rendered":"Expert Retailer Reveals What Businesses Should Know But Don&#8217;t"},"content":{"rendered":"<div>\n<div>\n<h2 class=\"tw:mt-0 tw:mb-1 tw:font-sans tw:text-2xl\">Key Takeaways<\/h2>\n<ul class=\"tw:font-semibold tw:font-sans tw:text-base tw:marker:text-blue-600\">\n<li>Rose is the CEO and founder of United National Consumers Suppliers (UNCS), which supplies 165,000 retailers and counting. <\/li>\n<li>He predicted the fall of the mall and other significant industry shifts. Here\u2019s what he thinks will happen next \u2014 and how to prepare.<\/li>\n<\/ul>\n<\/div>\n<p><i>This as-told-to story is based on a conversation with Brett Rose, the CEO and founder of multimillion-dollar wholesale business United National Consumer Suppliers (UNCS), which supplies 165,000 retailers and counting, including Macy\u2019s, TJX, Sam\u2019s Club, Dollar Tree, Amazon resellers and more. Rose moves hundreds of millions of dollars in goods each quarter. He\u2019s also predicted major trends in the retail sector, such as the fall of the mall, rise of off-brands and omnichannel influence. The piece has been edited for length and clarity.<\/i><\/p>\n<figure class=\"wp-block-image size-large\"><\/figure>\n<p><sup>Image Credit: Courtesy of UNCS. Brett Rose. <\/sup><\/p>\n<p>About 23 years ago, \u200aI had a really good friend of mine whose dad worked for a retailer that is now out of business called Building 19, and he had four trucks of women\u2019s purses sitting in his warehouse. And I use the term women\u2019s purses lightly \u2014 they were worth dollars; it wasn\u2019t Chanel. So I picked up the Yellow Pages and found someone who wanted to buy them.<\/p>\n<p>That first sale was a great lesson in business because it was four trucks of merchandise, and I had to borrow money from my parents for it; three trucks were delivered, but the driver of the fourth truck, which in theory held all of our revenue, rolled that truck. Fortunately, no one was hurt, but all of a sudden, during my first week in business, I had to learn how to file an insurance claim \u2014 the things they don\u2019t teach you in school.<\/p>\n<p>But, against my parents\u2019 better judgment, I set out to try it one more time. I bought a truck of rubber bands, then a truck of sewing needles and thread. I bought what was in front of me; the world was a little bit smaller back then. Email was in its early stages, and the internet isn\u2019t what it is now. I didn\u2019t know what I didn\u2019t know, and as a 25-year-old with no money and no network, I needed to figure it out \u2014 and they say necessity is the root of all invention.<\/p>\n<p><b>Related: I Scaled My Regional Business Into a National One With Smart Acquisitions \u2014 Here\u2019s How<\/b><\/p>\n<p>Our first major retailer was the second deal we ever did. There was a company based out of Massachusetts, which unfortunately is no longer in business, called Christmas Tree Shops. They were pretty big and ultimately became a division of Bed Bath &amp; Beyond. I literally went on AOL, typed in Christmas Tree Shop\u2019s corporate office, picked up the phone and introduced myself and my company. I probably gave off that I was bigger than I was. I\u2019ll never forget that the gentleman\u2019s name was Terry O\u2019Neill, and he agreed to give me a shot.<\/p>\n<p>Our third deal was sold to Dollar General, which at the time was one of the biggest retailers in the world. That taught me another interesting lesson because the buyer asked if I had $5 million worth of liability insurance. I said absolutely, then hung up the phone, called my buddy and asked what liability insurance was and how to get it right. I was sort of faking it until I made it.<\/p>\n<p>Soon after that, we hit the ground running. After every deal we did, we added another retailer. I\u2019d go on MySpace and ask my friends who lived in the Northeast which retailers they liked, then make it my goal of the day and just figure out how to make it happen.<\/p>\n<p>At this point, we sell to 165,000 in 34 countries. Some of those include Amazon, Macy\u2019s, TJ Maxx, Marshalls, Dollar Tree and Sam\u2019s Club. Our number of retailers grows daily, but we\u2019re not heavy on any one customer. I have friends who have built great businesses selling to just Walmart or Costco, but I always wanted to be careful, and because of that, we diversified. We\u2019re constantly adding new retailers and, more importantly, new suppliers. \u200aNow we sell to a lot of convenience stores. We sell to a lot of department stores. We do a huge hardware and farm and feed store. As a kid from Boston and Florida, I never knew what a farm and feed store was in my life. I don\u2019t think I ever walked into one before 15 years ago, and now it\u2019s a huge division of ours.<\/p>\n<p><b>Related: \u2018We Got So Many DMs\u2019: This 27-Year-Old Revamped Her Parents\u2019 Decades-Old Business and Grew Direct-to-Consumer Sales From $60,000 to Over $500,000<\/b><\/p>\n<p>Nowadays, we\u2019re introducing more and more technology into the company, and it\u2019s been one of the biggest inflection points in our history. All of a sudden, we\u2019re a tech company that happens to do merchandise distribution; we\u2019re no longer a general merchandise distribution company that happens to use tech. Every day is a new educational opportunity \u2014 and it\u2019s also the difference between 10x growth in 12 months and 10x growth over 10 years. Because of the data we\u2019ve collected over nearly 20 years, we\u2019re just starting to scratch the surface of what\u2019s possible. We\u2019re seeing double-digit growth daily and adding more people and tech daily to keep up with it.<\/p>\n<p>\u200aOur biggest strategy has always been agility. The president of our company, Jeremiah Gutierrez, has been preaching that for over a decade. Tariffs change every day. It\u2019s slightly normalizing, but even now, the market cost is so high because of that. Our ability to be flexible separates us from the competition. For example, if there\u2019s a huge tariff on bicycles this week, we\u2019ll switch our focus to home furnishing. We have tremendous flexibility, which allows us to give our customers normalized pricing without huge increases to offset the tariffs, which in turn translates to a better strategy for them and a better strategy for the American consumer.<\/p>\n<p>One of the biggest shifts in retail that we\u2019re starting to see right now is the return of the mall. I have a 12-year-old and a 14-year-old, and although they still purchase certain things online, they love going to the mall and buying in person. When I took them to the mall last week, it was like a meetup \u2014 they must have seen 30 of their friends, which I loved because it reminded me of the 1980s and 1990s. So I think we\u2019re going to see a real return to traditional retail, but it has to look different.<\/p>\n<p><b>Related: How This Small Local Bakery Turned Itself Into a Wholesale Powerhouse<\/b><\/p>\n<p>There\u2019s a mall in South Florida called the Aventura Mall that has absolutely nailed it: You walk in, and it has an amazing feel. Every storefront is different. It\u2019s merchandised right. It\u2019s lit right. It smells right. It caters to everybody. And when I was there, it was slammed even though it was a Friday afternoon with beautiful weather \u2014 people were there because they wanted to be. The parking lot was full. And it was an experiential shopping experience. I got my car washed while I was there. I also went to buy coffee for my espresso machine, and they handed me a shot of espresso when I walked in. It also had an arcade, which was packed. That mall should be a case study on what retail is going to become.<\/p>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/isafespend.com\/wp-content\/uploads\/2025\/10\/1760558626_GettyImages-2229872429.jpg\" alt=\"\"><\/figure>\n<p><sup>Image Credit: JC MILHET | Getty Images. Aventura Mall. <\/sup><\/p>\n<p>Also, as a parent, a constant battle of mine is how to get my kids off their phones. I watched them and their friends while we were at the mall, and sure, they were posting pictures on Snapchat, but they were also laughing, talking and shopping. There\u2019s no denying the dopamine high when you buy something, and as a guy in my 40s, what I want is different from what my kids want \u2014 but they have something for everyone. For instance, in this mall, there\u2019s an art gallery selling $20,000 paintings; you could go in there, and meanwhile, my daughter\u2019s buying a $19 hoodie at Hollister. That gallery was packed, and so was Hollister. It said to me that the mall is alive and well, but not the mall that we knew in the 1980s.<\/p>\n<p>There\u2019s always going to be consumerism. If I had a crystal ball for the stock market, I\u2019d suggest looking at retailers that are category agnostic. Don\u2019t look at a single category because that doesn\u2019t work. Look at Walmart, Costco, Sam\u2019s Club, Dollar Tree: These are stocks that constantly outperform the index because there\u2019s nothing you can\u2019t buy. Being category agnostic allows them to be agile and flexible, and I think you\u2019ll continue to see those stores outperform others while traditional department stores continue to struggle.<\/p>\n<p><b>Related: 3 Reasons Why the Digitization of B2B Wholesale Is Changing the Future of Retail<\/b><\/p>\n<p>A professor once gave me the best advice. I said, \u201cI\u2019m really trying to figure out what I want to do for the rest of my life.\u201d And he said, \u201cWhy don\u2019t you just figure out what you want to do next?\u201d Whether it\u2019s the wholesale business or any business, just start. Tech has given people a shorter runway. When I started, it wasn\u2019t that it was more challenging; it was that the challenges were different. But to find the product, the customers and the partners is shorter now because of the tech that\u2019s at our fingertips. Now, anybody who wants to get into any business, not just a wholesale business, can be international right away.<\/p>\n<p>I would also tell young entrepreneurs to remember that they\u2019re not an island. Use the people and network around you, even if they\u2019re not necessarily in your industry. Let them know what you\u2019re doing because you never know who can connect you. There\u2019s a huge value in being a human LinkedIn. I live with the mentality that we have two hands, one to help ourselves and one to help others, and if helping somebody doesn\u2019t lead to more business for myself, that\u2019s okay. That doesn\u2019t matter to me. Go build a successful business and life because it comes full circle.<\/p>\n<\/p><\/div>\n<div>\n<div>\n<h2 class=\"tw:mt-0 tw:mb-1 tw:font-sans tw:text-2xl\">Key Takeaways<\/h2>\n<ul class=\"tw:font-semibold tw:font-sans tw:text-base tw:marker:text-blue-600\">\n<li>Rose is the CEO and founder of United National Consumers Suppliers (UNCS), which supplies 165,000 retailers and counting. <\/li>\n<li>He predicted the fall of the mall and other significant industry shifts. Here\u2019s what he thinks will happen next \u2014 and how to prepare.<\/li>\n<\/ul>\n<\/div>\n<p><i>This as-told-to story is based on a conversation with Brett Rose, the CEO and founder of multimillion-dollar wholesale business United National Consumer Suppliers (UNCS), which supplies 165,000 retailers and counting, including Macy\u2019s, TJX, Sam\u2019s Club, Dollar Tree, Amazon resellers and more. Rose moves hundreds of millions of dollars in goods each quarter. He\u2019s also predicted major trends in the retail sector, such as the fall of the mall, rise of off-brands and omnichannel influence. The piece has been edited for length and clarity.<\/i><\/p>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/isafespend.com\/wp-content\/uploads\/2025\/10\/1760558515_BrettRoseheadshot.jpg\" alt=\"\"><\/figure>\n<p><sup>Image Credit: Courtesy of UNCS. Brett Rose. <\/sup><\/p>\n<p>About 23 years ago, \u200aI had a really good friend of mine whose dad worked for a retailer that is now out of business called Building 19, and he had four trucks of women\u2019s purses sitting in his warehouse. And I use the term women\u2019s purses lightly \u2014 they were worth dollars; it wasn\u2019t Chanel. So I picked up the Yellow Pages and found someone who wanted to buy them.<\/p>\n<div class=\"tw:justify-center tw:bg-gray-100 tw:flex tw:flex-col tw:sm:flex-row tw:rounded-lg tw:p-6 tw:align-middle tw:sm:text-left tw:text-center\">\n<div class=\"tw:flex tw:flex-col tw:justify-center tw:align-middle tw:mr-0 tw:sm:mr-16\">\n<p class=\"tw:text-sm tw:leading-5 tw:my-0\">\n\t\t\t\t\t\t\t\t\t\tThe rest of this article is locked.\n\t\t\t\t\t\t\t\t\t<\/p>\n<p class=\"tw:text-xl tw:text-black tw:font-bold tw:leading-5 tw:my-1\">\n\t\t\t\t\t\t\t\t\t\tJoin Entrepreneur<span class=\"tw:text-yellow-300\">+<\/span> today for access.\n\t\t\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>Read the full article <a href=\"https:\/\/www.entrepreneur.com\/starting-a-business\/expert-retailer-reveals-what-businesses-should-know-but\/498393\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways Rose is the CEO and founder of United National Consumers Suppliers (UNCS), which supplies 165,000 retailers and counting. He predicted the fall of the mall and other significant industry shifts. Here\u2019s what he thinks will happen next \u2014 and how to prepare. This as-told-to story is based on a conversation with Brett Rose,<\/p>\n","protected":false},"author":1,"featured_media":45595,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49],"tags":[32],"class_list":{"0":"post-45594","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-investing","8":"tag-featured"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Expert Retailer Reveals What Businesses Should Know But Don&#039;t | iSafeSpend<\/title>\n<meta name=\"description\" content=\"Key Takeaways Rose is the CEO and founder of United National Consumers Suppliers (UNCS), which supplies 165,000 retailers and counting. 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