During the past few decades "distributor hopping" was the modus operandi for many manufacturers that kept trying their luck jumping from one overseas partner to another, without really taking the time to understand the unique dynamics that characterise the market they export their products to. The prevailing approach was: "If one distributor does not do well, let's try another one".

As the industry evolves, this approach proves more challenging. Distributors have lost their trust in manufacturers and do no longer want to take the burden of launching new brands to then see all their efforts undermined by "a change of partner". While the competition keeps growing, manufacturers are finding hard to expand their business overseas as their traditional formula seems to no longer work. Italian Coalition stepped in to disrupt the industry with a new model that reshuffles value across the supply chain and makes it easies for all parties to conduct business.