Background
The Brand Exchange, established in 2015, is an innovative company that operates as a virtual subsidiary for leading toy and sporting goods brands. With a mission to drive success through collaboration, The Brand Exchange has rapidly become a top 10 toy supplier in Australia, offering a wide array of products from renowned brands such as Razor and Spikeball. By acting as an intermediary between major brands and retailers, The Brand Exchange manages distribution and marketing across various regions, including Australia and New Zealand.
As The Brand Exchange continued to expand its operations, they recognised the need for a more efficient and scalable solution to handle their wholesale operations across multiple brands. With an expanding product line and an increasing customer base, the company sought a platform to improve order management, particularly for refill and stock service orders. Managing wholesale orders for a diverse product range and numerous retail clients was complex and time-consuming. The Brand Exchange needed a system that could:
- Provide quick and efficient access to high-quality retailers .
- Simplify and automate the order process for wholesale clients.
- Provide real-time stock availability and order tracking.
- Allow for easy replenishment of stock across their brands.
- Support both toy and sports product orders with scalability to handle future growth.
Stewart Downs, co-founder of The Brand Exchange, recognised that a more efficient, centralised approach was necessary to meet their evolving business needs. It was clear that traditional methods weren’t keeping pace with the company’s increasing demands.
Solution
The solution came in the form of partnering with Brandscope, a B2B wholesale e-commerce platform. Brandscope is a marketplace designed to connect brands with high-quality retailers quickly and efficiently. The Brand Exchange was particularly interested in the unique way Brandscope could provide access to Toyworld Franchise stores, which includes approximately 140 stores already using the platform. The goal was to tap into Brandscope’s marketplace and leverage its ability to connect brands with relevant retailers, accelerating their growth in a streamlined, efficient manner.
Stewart recalls “The introduction came via ARL to our Account Manager Jason. He arranged the demo, and I just happened to sit in on it. I was very impressed with the product, functionality, and ease of use. We quickly decided, ‘Let’s go!’
The process to get started was seamless. Stewart continues, “The implementation was super professional and straightforward. Everything clicked together superbly.” The Brandscope platform allowed The Brand Exchange to easily manage wholesale orders, track stock, and automate invoicing. The platform’s scalability ensured it could grow with The Brand Exchange as their operations expanded.
Brandscope’s ability to profile both the brand and the retailer, and then match the two, became a key selling point. Through an EDM (electronic direct mail), Brandscope could introduce brands like The Brand Exchange to potential retailers, providing them with a snapshot of The Brand Exchange products and an easy way to apply for accounts. The key advantage is that when retailers create buy plans, The Brand Exchange’s sales team can view them and directly reach out to the retailers, enabling faster and more meaningful relationships.
Outcome
The adoption of Brandscope by The Brand Exchange was gradual, but in 2025, it became the exclusive ordering platform for their toy division. The integration with Brandscope streamlined the ordering process, reduced errors, and sped up stock management, providing The Brand Exchange with significant operational efficiencies. Stewart noted, “Take-up was slow in 2024, but we now have it as the only way to order in 2025 for the Toy division.”
The real strategic advantage, however, was in The Brand Exchange’s sports channel. With the majority of stores already using Brandscope, the platform allowed The Brand Exchange to tap into a ready-made network of high-quality retailers. The ability to quickly connect with the right retailers was critical to their growth. “We saw a major advantage in the Sports Channel for us as this is a strategic lever, and the stores are all over Brandscope,” Stewart explains.
The process of being introduced to retailers through Brandscope’s matching system enabled The Brand Exchange’s sales representatives to build relationships quickly and efficiently, unlocking new opportunities for growth. “Brandscope’s ability to introduce us to prospects through automated retailer profiling and matching was a game-changer,” says Stewart. “The platform provided an easy way to grow and access a network of retailers that would have otherwise been difficult to reach.”
The partnership with Brandscope has not only simplified The Brand Exchange’s wholesale operations but has also positioned them to be a leader in the market, leveraging cutting-edge technology to manage stock and relationships efficiently. The collaboration has enhanced their operational capabilities, improved stock management, and fostered stronger retailer relationships—ultimately helping The Brand Exchange grow faster and smarter.
Stewart concludes, “It would be great if the Toy industry got behind Brandscope, as it would help change future behavior in a positive way.”
Testimonial
“Partnering with Brandscope has been a game-changer for us. The seamless integration was swift and professional, with minimal disruption to our operations, and the platform’s scalability has allowed us to efficiently manage our growing product range and expanding market presence. With fast access to high-quality retailers, Brandscope has helped us accelerate growth, streamline operations, and drive continued success.”
