Today designers have broader production and representation. How each line (and each rep company) deals with territory management differs, but there are some general rules to consider when asking for exclusive rights to a product in your area.

Be reasonable in your requests.

Different products will have different natural territories. For most jewelry lines, think of a general "walking distance" rule. Your customers should not knowingly see the same merchandise over and over while on a casual shopping stroll.

How distinctive the product is will greatly affect the natural territory. Remember it is the retail customer who should not recognize the product. To the customer some lines are more distinctive than others. Easily recognizable lines need more turf than more basic or generic lines.

Keep the line in stock.

By asking for an exclusive, you are telling the manufacturer that you will be the resource for that area. That means always having the line in stock, and offering the customers variety in inventory. It is unfair to the customer, as well as the designer, to ask for an exclusive and then not be a resource for the line.

Ultimately, the retail customer will determine the territory.

The potential customers of a line should be able to buy the product. How many potential customers there are in a given area depends greatly on the line, and the territory. And this affect how many stores can carry a line, and how much of the product is required to fill the potential customers needs. The goal of territory management is to give the end customer something they feel is unique and special, but also something that is in stock.

If another store in your area carries a line you are interested in, let the designer or rep know. Things do change. Work with your neighborhood stores; compromises can often be worked out. Stores often share lines, and therefore offer more to their customers, benefiting both stores.

Designers and reps try their best to balance the desires of stores to have totally unique merchandise and the need to get their product to the retail buyer. But mistakes still do happen. If you see a line in a nearby store that you also sell, do not over-react. Assess the damage and ask the designer or rep what happened. More often than not, it is an honest mistake that can be easily worked out.

Line exclusivity is changing, and will continue to change, as designers are able to produce more merchandise, and customers become more demanding about wanting stores to have inventory on hand. The ultimate judge will always be the customer.