HiLine exclusively sells direct.
The theory being that, direct sales allows the customer to purchase a higher quality product at a lower cost by eliminating the middle man. Historically, middle men provided great value in that they provided the only opportunity to purchase goods and services. Modern technology has changed all that, as consumers now have access to more goods, services, and information than at any point in history simply by opening the Google machine. This is true all over the developed world as we are more interconnected than ever before. In turn, the value of the traditional retailer has declined as it would be impossible for them to carry all the inventory and know all the information that is now incredibly accessible to consumers. Eliminating the middle man also allows us to reallocate the margin traditionally gobbled up by the retailer and apply it to labor and materials. There is an additional element, in that selling direct allows us to control every aspect of the customer journey from initial discovery through purchase. This allows us to better craft our story and dictate the relationships we build with customers. To us, this is the authenticity of selling direct.
So, what does this mean for HiLine and you?
- Selling direct allows us to literally use the best materials on the market.
Selling direct is the only way we can build products locally in the US and remain price competitive. It costs a lot more to build things on this side of the proverbial pond. By eliminating the retail margin, we can pay more to the people who build our products and not just the dude who swipes your visa card at the store.
Selling direct allows us to be creative. In a traditional retail model, retailers often influence color, styles, price point, quantities, etc. In the end, these drivers ultimately influence the choices on the rack. We believe the two stakeholder model (company + customer) is a way to bring innovation to the industry. It allows us to be decidedly original.
Selling direct allows us to literally build a relationship with every single person who buys our products. Our products are an extension of ourselves and selling direct allows us to deliver our product on a personal level.
Selling direct allows us to control our story, our products, and our business as a whole. If you put everything you have into something, you want to make sure it doesn’t completely suck. We are far from where we hope to be, but selling direct allows us to control the process.
Altogether, we are stoked to leverage modern technology to sell a genuine and authentic product using the best materials that you can buy and we hope you are too!