Sell-Out Data:
The Missing Intelligence

Why Sell-Out > Sell-In

Most fashion brands have excellent visibility into sell-in: what they shipped to retailers. But they're blind to sell-out: what retailers actually sold to consumers. This blindness creates the most expensive disconnects in wholesale: overproduction of slow sellers, underproduction of fast movers, and reorder decisions based on orders rather than actual demand.

FIRE connects sell-out data to the entire wholesale lifecycle. When brands can see what's actually selling — in real time, across all retailers and markets — every decision becomes smarter: preorder volumes, reorder timing, assortment composition, pricing adjustments, and production planning.