Do DTC brands need retail channels?

I have been asked for my opinion on the need for retail partnerships for DTC (direct to customer) brands by INTERNET WORLD magazine. Honestly I am quite pessimistic on the issue. I think a very open strategy to get into multiple retailers is extremely unbeneficial for DTC brands, because they loose control over their communication and especially their pricing.

The pro side in the article was from Dennis Schmoltzi from Emma (the mattress DTC champion). Interestingly they work with a different product line (Emma Select) in order to avoid their core product line being harmed by the retail presence.

I think that generally retail is much more complex for DTC brands than regular business models. But a selective approach toward retail might be a good opportunity for offline growth.

You can find the article online at INTERNET WORLD