Case Study

Andmore

Reinventing a market leader for a new era of growth.

Industry
Retail
Stage
Enterprise

Consumers buy products at retailers. But where do retailers buy products? At physical wholesale markets that lease retail space to manufacturers.

Consumers buy products at retailers. But where do retailers buy products? At physical wholesale markets that lease retail space to manufacturers.

Atop the wholesale market industry sits International Market Centers (IMC). IMC emerged in the 2008 recession when it acquired America’s largest wholesale markets. In 2020, IMC dipped its toe into wholesale e-commerce with the purchase of the startup, JuniperMarket.

The physical wholesale market was a mature one. For years, physical market attendance, sales and rental space had plateaued. Industry pundits derided physical markets as dinosaurs while trumpeting wholesale e-commerce as the future.

Sound familiar?

We challenged IMC to skip the pointless “digital versus physical” hand wringing and jump to the answer that consumer retailers realized years ago: people want omni-channel experiences. The data validated us: 85% of wholesale buyers and sellers prefer to use both online and offline markets.

IMC had the upper hand in building the first omni-channel wholesale market:

• Its portfolio of physical markets was a moat and made IMC the preferred destination for retail buyers.

• JuniperMarkets enabled IMC to build digital connectivity across markets.

IMC agreed.

We redesigned their purpose, offering, company structure and brand around this strategy. From “a holding company of wholesale markets,” we pivoted IMC to be the first “omni-channel wholesale market.” We united their portfolio under a new name: Andmore — a promise of more ease, more access, more options, and more. Finally, we reorganized the business into four omni-channel-supporting business units:

• Markets: renting market space

• Advertising: providing advertising services to sellers

• SaaS: building SaaS tools for buyers and sellers

• Data & Analytics: offering data products and analytics services

COLLINS
Oilang MauiStalyn AlmanzarMaggie BeckhamAstrid StavroKristina BartosovaTom EliaBidnam LeeFarbod KokabiDev ValladaresNicole CousinsOliver DellJade KuzakLeland MaschmeyerAlex Athanasiou
Blackstone
Jonny BauerOlivia LegereTom Callard
Photography
Mari Juliano
Styling
Nicole Louie

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Endurance Function

Because a brand accrues power over time, we engineer our identity systems to be both timely and timeless. Our designs avoid fleeting trends, favoring bespoke visuals and timeless principles.

Grid

A structural system enforcing consistency and adaptability across an enormous decentralized identity system.

Fluency Factor

A component augment that applies behavioral economics insights to company names. Research shows a one-step increase in name fluency can boost market-to-book ratios by 2.53%, because it improves investor recall and processing.

Extensibility

A performance property that ensures identity systems can integrate future innovations and modules without losing coherence.

Vertical Compatibility

A performance property that ensures the brand system maintains coherence across all organizational levels—master brand to sub-brand, service or product. It preserves hierarchy while delivering a unified experience throughout the brand ecosystem.

Impact

34M

Annual Savings

Found and reallocated millions in savings to build SaaS tools.

5

New Revenue Streams Identified

Identified significant opportunities in data sales, ad sales, consulting, SaaS, among others.

1

United Andmore as One Culture

Andmore now operates as one culture, one vision—no longer a holding company of disparate businesses, but a unified platform for growth.

Put Andmore on the Offensive

Inpsired a new leadership culture, shifting it from protecting legacy to pursuing future advantage.

Press