The author engages with a topic that is both relevant to business management and multifaceted. He poses the question of how the supply chain model can be applied in retail companies. The discussion of the supply chain is not new, as the organization of this division of labor affects various business functions simultaneously in an increasingly specialized economy. In retail, several specific concepts have emerged that aim to optimize the relationship between retailers and manufacturers, particularly leveraging improvements in logistics and marketing. From a business management perspective, these concepts must be supported by a specific set of tools against the backdrop of the high relevance of network structures and collaborations in order to identify bottlenecks and interfaces and to move beyond them.