Industry leaders are praising new alliances within the Christian product world as several companies have joined forces to reach untapped markets and minimize the impact of the economic downturn.

"It's wonderful to see more companies working in partnership," CBA President and CEO Bill Anderson told Christian Retailing. "This is the way the body of Christ should work together."

Munce Group Chief Operating Officer Kirk Blank agreed. "I think that anytime efficiencies can be enjoyed and goals (are met) to maximize efforts, it's a great situation," he told Christian Retailing. "In this economic climate, these types of alliances are getting more attention and I believe we'll see more."

Thomas Nelson recently signed a nonexclusive distribution agreement with Standard Publishing to represent its adult and children's small group studies and children's church resources. Nelson also recently forged a partnership with NavPress to deliver each company's content to new markets.

Meanwhile, Legacy Publishing Group recently contracted with Dicksons for sales representation for their stationery and gift items. The new partnership applies to key accounts only. The Dicksons key account sales team began offering Legacy product in July.

Anderson said CBA has been spearheading the push for alliances through Christian retail channel-exclusives such as in the successful Operation Worship Bible campaign.

"I've been very pleased with the enthusiastic response from several suppliers wanting to help create product and programs unique to Christian retail to help drive traffic and sales," he said. "I don't think (the new alliances are) driven only by the economic pressures we're all experiencing, but also simply by the desire to work together better."

Read the full report in the Sept. 21 issue of Christian Retailing.

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