Andmore

Consumers buy products at retailers. But where do retailers buy products? At physical wholesale markets that lease retail space to manufacturers.

Atop the wholesale market industry sits International Market Centers (IMC). IMC emerged in the 2008 recession when it acquired America’s largest wholesale markets. In 2020, IMC dipped its toe into wholesale e-commerce with the purchase of the startup, JuniperMarket.

The physical wholesale market was a mature one. For years, physical market attendance, sales and rental space had plateaued. Industry pundits derided physical markets as dinosaurs while trumpeting wholesale e-commerce as the future.

Sound familiar?

We challenged IMC to skip the pointless “digital versus physical” hand wringing and jump to the answer that consumer retailers realized years ago: people want omni-channel experiences. The data validated us: 85% of wholesale buyers and sellers prefer to use both online and offline markets.

IMC had the upper hand in building the first omni-channel wholesale market:

• Its portfolio of physical markets was a moat and made IMC the preferred destination for retail buyers.
• JuniperMarkets enabled IMC to build digital connectivity across markets.

IMC agreed.

We redesigned their purpose, offering, company structure and brand around this strategy. From “a holding company of wholesale markets,” we pivoted IMC to be the first “omni-channel wholesale market.” We united their portfolio under a new name: Andmore — a promise of more ease, more access, more options, and more. Finally, we reorganized the business into four omni-channel-supporting business units:

• IMC Markets: renting market space
• IMC Advertising: providing advertising services to sellers
• IMC SaaS: building SaaS tools for buyers and sellers
• IMC Data & Analytics: offering data products and analytics services

Our work transformed JuniperMarket from a costly marketplace experiment into a growth engine for IMC. By reallocating resources toward building SaaS tools, the company saved $34 million annually while unlocking multiple new revenue streams—including data and ad sales, consulting services, and software subscriptions. The new digital tools we launched replaced previously analog buyer–seller interactions, driving measurable efficiency and engagement across the platform. Perhaps most importantly, the work reshaped senior leadership’s mindset—from defending market share to actively pursuing growth—and helped the company achieve year-over-year revenue increases for the first time in years.