CHICAGO, IL, August 16, 2018 /24-7PressRelease/ — ItemMaster, the product content and data technology leader for the CPG and retail industry, today announced a partnership with L&R Distributors, a national distributor of over 40,000 cosmetic, health & beauty care and general merchandise products. ItemMaster will build and manage the consumer-facing content and attributes of L&R products and syndicate the content to L&R’s key retail customers. The partnership will drive L&R Distributors’ digital commerce innovation programs and help to grow their customers’ digital sales.

Brooklyn, New York-based L&R currently serves more than 17,000 points of distribution within the supermarket, drug, independent, and mass classes trade across the U.S. The company specializes in the distribution and display of slow-turning, SKU-intensive products that retailers can sell directly to consumers in stores or online.

After trying a straight-to-manufacturer product information management (PIM) strategy resulting in multiple challenges, L&R conducted an extensive competitive review process and selected ItemMaster as its content partner. ItemMaster will help L&R reach its goal of winning third-party fulfillment by leveraging its extensive product catalog, product intelligence cloud, comprehensive and rapid content acquisition processes, and strong relationship with brands and retailers.

“For retailers and brands looking for new ways to monetize their e-commerce channels, high-quality product content is imperative,” says Dev Ganesan, CEO of ItemMaster. “Our cloud-based SaaS creates the innovative product content with rich attributes and data management systems to help suppliers like L&R better position their customers for innovation and growth.”

Long-tail categories are difficult to manage and merchandise in store on the physical shelves. With ItemMaster, L&R will now transition to include digital commerce innovations, such as endless aisle with voice search, that meet and engage online shoppers, a must for their retail and CPG partners. The digital direct-to-consumer offering will help L&R’s retail and CPG partners compete in long-tail categories against online giants like Amazon, giving shoppers access to diverse, less mainstream categories and items through an endless aisle approach.

“In today’s digital landscape, the ability to present and position merchandise online is as important as any other factor in supporting the business of our customers. With ItemMaster, we can create, manage and deliver superior consumer-facing product content to our retail partners in a pain-free way that will help them maximize their investments in digital commerce and achieve their goals,” says Marc Bodner, CEO of L&R Distributors.

Key factors in L&R’s decision included:

ItemMaster leverages the current assets from consumer goods companies to flexibly onboard and manage product content.

Speed to Market
In as few as six days, ItemMaster creates a product record, using OCR, AI and machine learning creating the micro-attributes that enable product content search, sort and select.

Data Quality
ItemMaster ensures there is complete, accurate data collected and structured to give long-tail items the ability to stand out on their own and enable traditional as well as voice search.

To learn more, please visit our website at

About ItemMaster
ItemMaster is a cloud-based product content platform for brands, retailers, and consumers. With the most comprehensive source of brand-verified product content, we are able to fuel all corners of retail and beyond. ItemMaster’s flexible content creation offerings means brands and retailers can make strategic business choices, in terms of content, speed to content activation and market readiness, and cost effectiveness. For more information please visit

About L&R Distributors, Inc.
L&R Distributors is a national distributor of over 40,000 HBC, GM and cosmetics products, presently serving over 17,000 points of distribution within the supermarket, drug, independent and mass classes trade across the U.S. L&R is passionate about designing the ultimate shopping experience for our customers, combining that passion with innovative thinking, best practices and the greatest technology to deliver higher sales for each one of our clients. To learn more about L&R please visit

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