What is a routing guide?

The retailer's instructions for how shipments must be labeled, palletised, booked and delivered. Failing one is the ordinary reason a first purchase order is rejected or charged back.

An advance ship notice — the electronic message telling the retailer what is arriving, in what configuration, and when. Most chains require it and deduct against shipments that arrive without one.

Should we hold retail and e-commerce stock separately?

Rarely, at least at first. Two pools means duplicated safety stock and no single answer when a buyer asks what you can ship.

When does a second warehouse make sense?

When the account footprint justifies it — not before. A second node bought early duplicates safety stock and strands inventory on the wrong coast.

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Logistics & warehousing.

Freight, customs, storage, retail fulfillment and marketplace prep — the operational half of a U.S. launch, and the half that gets solved last and costs the most for it.

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Pillar guide · 10 min · Updated Aug 2026

U.S. logistics for entering brands

Freight and customs, warehouse selection, retailer routing compliance, marketplace prep, and the inventory position question.

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Questions

Frequently asked.

What is a routing guide?: The retailer's instructions for how shipments must be labeled, palletised, booked and delivered. Failing one is the ordinary reason a first purchase order is rejected or charged back.
What is an ASN?: An advance ship notice — the electronic message telling the retailer what is arriving, in what configuration, and when. Most chains require it and deduct against shipments that arrive without one.
Should we hold retail and e-commerce stock separately?: Rarely, at least at first. Two pools means duplicated safety stock and no single answer when a buyer asks what you can ship.
When does a second warehouse make sense?: When the account footprint justifies it — not before. A second node bought early duplicates safety stock and strands inventory on the wrong coast.

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