Small brands NEED retailers more than they'll admit. A small brand will struggle to break into the regional/national areana (unless they spend big on sponsoring pro household name players), unless people see their bets at the local shop.
If you take out the big boys (gn, kook, GM, slaz), every other brand Needs a retailer. Otherwise why on earth would anyone buy direct? Few will risk buying their bat for the next 3-4yrs from a unknown (to them) source.. They'll stick with kook, gn, GM thanks very much.