# What is Lexir? Lexir makes it possible for alcohol brands to sell directly across markets with more control, flexibility, and better margins. Instead of being limited to one importer, one distributor, or one route into market, brands can use Lexir to choose where they sell, how they sell, who they sell to, and under what commercial setup. Lexir brings together the sales routes, operating layer, and market access needed to make that possible.
### A more direct way to sell Lexir changes the model from relying on one fixed path into market to selling through a setup that gives the brand more freedom. That means brands can keep more control over: * pricing * stock * market selection * sales channels * customer routes ### How brands can sell through Lexir Lexir supports multiple ways of selling through one connected model. That can include: * a brand’s own online shop integrated with Lexir * Lexir’s own B2B shop * Lexir’s own B2C shop * online marketplaces * B2B and B2C routes together * omnichannel selling across multiple routes Brands can also sell to different client types across the markets where they choose to operate, including: * distributors * wholesalers * on-trade / hospitality buyers * off-trade / retail buyers * private consumers ### How Lexir can be used Lexir can support different commercial setups depending on how the brand wants to grow. That can include: * covering a whole market through one model * using Lexir as a hub for a wider region * building a specific route such as D2C across the EU * selling within the same market or exporting into others * selling duty paid or under bond * handling different order sizes This gives brands more than one way to enter, serve, and grow markets. ### What sits behind Lexir Lexir is not just a sales route. It combines the infrastructure and operating layer needed to support direct selling across markets. That can include: * logistics and bonded storage * admin and operational handling * fulfilment and order management * payment collection * client support * integrations and technology * sales resources and tools * network access to buyers, agents, and agencies Lexir is live across the EU and UK, with the operating coverage needed to support different market setups, sales models, and order sizes. ### Why brands use Lexir Brands use Lexir to expand into new markets and grow with more freedom, more flexibility, and more control over how they sell. That means stronger control over price and stock, broader selling options across markets and channels, and the opportunity to grow with better margins. ### What is Lexir Lexir is the connected model brands use to sell directly across markets, channels, and customer types with greater control and stronger economics. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://docs.lexir.com/how-lexir-works/what-is-lexir.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.