In my lifetime, I’ve witnessed tremendous change in the art materials industry — but none as rapid or as profound as what we’re experiencing today. Not since the late 1980s, when traditional commercial art supplies began to fade from store shelves, have I seen such a shift in how products are sold, valued, and consumed.
I still remember those early years vividly. Many of our Manhattan customers — the artists, studios, and retailers that formed the heart of our business — began disappearing almost overnight as digital tools replaced analog ones. Today, a similar disruption is happening again, only this time it’s driven by cross-competition and the rise of direct-to-consumer (DTC) selling.
The Disruption of Direct-to-Consumer Sales
One of the most significant changes has been the rise of DTC models. When suppliers offer products directly to consumers at prices below list, it effectively invalidates that list price — and by extension, destabilizes the retail ecosystem. When the price that retailers rely on becomes meaningless, it undercuts confidence and erodes the entire supply chain.
And yet, even amid these pressures, brick-and-mortar stores remain vital. In speaking with retailers across the country — from small independents to national chains — the same message comes through: survival depends on fundamentals. It’s not just about product or pricing anymore. It’s about location (and smart lease renegotiation) and, above all else, staying in stock. When shelves are empty, customers don’t wait — they click.
Rethinking Retail Strategy
If you’re a retailer, now is the time to simplify. Review your assortment, prune redundancies, and reinvest in your core lines — especially those less vulnerable to online price wars. Focus on the products and categories that keep your customers coming back.
As one wise retailer once told me, “The most important section in a store is the markdown table.” It creates excitement, moves stale inventory, and reminds customers there’s always something new to discover. Sometimes, a well-curated markdown section is more powerful than a marketing campaign.
Reclaiming the In-Store Experience
Despite the challenges, I remain optimistic. Physical retail has something online shopping will never replicate: experience. A great store doesn’t just sell products — it inspires creativity. It’s where people learn, explore, and connect with passionate merchants who teach, guide, and care.
If we can preserve that — the sense of discovery, community, and inspiration that happens between the aisles — then there’s still a bright future for this industry.
And if you’d like to discuss creative ways to keep your stores thriving, I’m always happy to brainstorm.
By Michael Hammer
