Top 40 supplier Cutter & Buck (asi/47965) is debuting a fresh business initiative that sees new products immediately delivered to wholesale retail accounts when the items come to market. Called “New Available Now,” the offering empowers Cutter & Buck to quickly create on-trend new products and to deliver them to clients in half the time, the Washington-based sports apparel company said. “By launching innovative new designs globally to wholesale retailers and consumers at the same time, we drive immediate and lasting demand for our products,” said Joel Freet, CEO of Cutter & Buck.

Joel Freet, CEO of Cutter & Buck

Freet said that the strategy shift gives retailers the flexibility to take delivery immediately, or in the future depending on their timelines. He said this will lead to inventory and cash flow benefits for wholesale retailers. “We’ve put our muscle behind compelling categories and committed to them so we can replenish our retailers quickly,” Freet said. “We keep our shelves full and ready for orders without overloading the back-stock areas of our customers.”

Freet also emphasized that the new initiative will allow retailers to quickly adapt to changing market conditions. “Weather is dynamic and has a big impact on seasonal apparel and sportswear sales,” Freet said. “Our global business model means we have great sportswear in every category ready for immediately delivery, 365 days a year.”