What is a retailer

In the literature, the term ‘retailer’ is one that is typically applied to the retail organisation. Based on 14 key informant interviews, with senior executives in and around the retail sector, the question ‘what is a retailer’ met with some surprise as this question has not been posed before. This commentary explains how the term is more specifically understood by senior practitioners and, from this, identifies key elements that constitute a retailer as an individual.