What is the brand overview?

The brand overview is the portfolio view: every brand you sell, ranked by revenue, with its contribution margin, margin percent, product and order counts on the same row. Multi-brand stores live or die on mix — which brands get shelf space, marketing weight and reorder budget — and this table is where that mix becomes visible as economics rather than intuition.

Formula

per brand: net revenue, contribution margin,
           margin % (over costed revenue), cost coverage %

Worked example

Brand A leads revenue at €38,000 with 24% margin; Brand B sits fourth at €14,000 but earns 41% — more absolute margin per euro of shelf and ad spend than two of the brands above it. Brand C shows €22,000 revenue at 31% margin, but its cost coverage is 55%: nearly half its revenue is on uncosted products, so that 31% describes only the half we can see. The ranking to act on is rarely the revenue ranking.

How Saldo Metrics computes it

v_brand_margin aggregates v_contribution_margin per brand: gross line revenue, discounts allocated to lines, net revenue, COGS, and contribution margin, with margin percent computed over costed net revenue only — uncosted lines are excluded from both sides rather than dragged in as zero-cost. Each row carries the honesty columns: uncosted revenue, uncosted SKU count, and cost coverage percent, so a flattering margin on thin coverage announces itself. Only products assigned to a brand appear; net sales only, EUR throughout. The brands page and the brand-scoped access filters read the same view, so a brand-limited user sees exactly these rows for their brands.

Why it matters

Brands are the natural unit of assortment decisions — negotiations, listings, delistings, marketing focus — and revenue-ranked brand reports systematically favour the discounted volume brand over the quiet profitable one. Putting margin and coverage on the same row as revenue is what makes the delisting or double-down call an informed one.

Common mistakes

• Ranking brands by revenue when deciding investment. Absolute contribution margin is the better sort; margin percent settles ties.
• Comparing margin percents across coverage gaps. A brand at 60% coverage and one at 98% are not comparable until costs land; check the coverage column first.
• Forgetting unbranded products. Lines without a brand assignment are absent here; a large unbranded catalog makes the table a subset, not the store.

Where you see this in the app

The brands overview on the stores/brands pages, one row per brand.