Disruptive Distribution continues to expand its partner network across the Middle East and Africa to improve product availability, shorten replenishment cycles, and support stronger retail execution across key markets.
This growth is designed to help retail partners keep shelves full, launches coordinated, and demand matched with reliable supply — especially during seasonal peaks and high-velocity promotional periods.
Why we’re expanding
Retail demand across MEA is evolving quickly: faster trend cycles, stronger promotion calendars, and higher expectations around availability. Our network expansion focuses on strengthening the operational layer around distribution so partners can execute confidently at store level.
- Shorter lead times for top-performing SKUs in key markets
- Better forecasting inputs through retailer sell-out signals
- Improved fulfillment flexibility during promotions and launches
- Clearer allocation planning for high-demand lines and hero items
What this means for retail partners
With broader coverage and stronger coordination, partners should see more consistent availability, cleaner launches, and clearer communication around replenishment and allocations.
- Improved stock availability and replenishment cycles
- Stronger launch coordination for seasonal moments
- Clearer store-level visibility across key ranges
- More structured promo planning and replenishment readiness
- Reduced out-of-stock risk for fast-moving items
Faster replenishment, fewer gaps
One of the most common challenges in fast-moving toy categories is the gap between demand and replenishment. Our approach is to reduce friction between inbound planning, warehouse fulfillment, and store-level ordering so that velocity items remain continuously available.
In practical terms, this means strengthening our day-to-day operational cadence with partners: clearer reorder points, more predictable replenishment windows, and better prioritization when demand spikes.
- Weekly velocity reviews for top performers (by market)
- Core assortment replenishment checks to prevent drop-offs
- Promo readiness checklists ahead of seasonal campaigns
- Allocation guidance when demand exceeds supply
Better launch coordination
Successful launches are rarely just about product availability — they depend on timing, store execution, and clarity. We’re improving launch coordination by aligning distribution timing with retail calendars and ensuring that availability supports merchandising plans.
- Launch windows aligned to retail calendar moments
- Sell-in planning support for key programs and campaigns
- Merchandising guidance and store execution basics
- Clearer communication on phased rollouts (when relevant)
Advanced analytics and visibility
To support faster and smarter decisions, we’re expanding the way we work with retailer data signals. Where available, we rely on sell-out and inventory visibility to identify demand trends, reorder needs, and potential execution issues.
Our internal reporting structure is designed to highlight what matters most: velocity, stock health, and the execution factors that drive sell-through.
- Stock health and coverage monitoring (by market and line)
- Top-SKU velocity tracking to prioritize replenishment
- Seasonality and demand trend detection
- Promo impact review and post-campaign learnings
- Exception reporting for potential stock-outs and under-execution
In-store execution that helps product move
Availability alone doesn’t guarantee sell-through. Our focus is on helping partners increase the number of products that leave the shelf — through simple, repeatable execution support.
That typically includes baseline merchandising guidance, prioritizing hero items, and aligning displays with key retail moments.
- Assortment recommendations by store format (where applicable)
- Basic display structure suggestions for higher visibility
- Hero item prioritization for endcaps and hot zones
- Promo bundling ideas (where relevant to the retailer’s format)
Partner support model
We work closely with retail partners across planning and execution. Our goal is to operate as an extension of the partner team — coordinating across ordering, replenishment, launches, and store-level performance.
- Dedicated country-level support where available
- Regular planning cadence and seasonal alignment
- Operational coordination around fulfillment and delivery windows
- Support for questions around assortment, availability, and launches
What happens next
Over the coming weeks, we’ll continue onboarding and aligning with partners to improve operational readiness across key markets. Retail partners can expect clearer planning touchpoints, more structured replenishment alignment, and improved visibility around launches and allocations.
If you’re a retailer and would like to discuss availability, new programs, or upcoming seasonal priorities, reach out via our Contact page and our team will coordinate next steps.
- Retail partners: align on top SKU priorities for the next seasonal window
- Discuss inventory visibility and reporting inputs (where available)
- Confirm launch calendars and store execution basics
- Set up a planning cadence for replenishment and promo readiness