Direct is The G&LC’s integrated buying and supply platform, connecting retailers and suppliers through a single, streamlined commercial network. It gives retailers access to competitive terms, trusted suppliers and simplified purchasing, while giving suppliers direct visibility, new routes to market and access to thousands of engaged independent stockists.
Direct strengthens both sides of the supply chain. It’s buying and supplying that's reimagined for the modern gift & lifestyle sector.
Why Direct exists
The sector has long needed a commercial ecosystem that supports everyone, not just retailers.
Direct is built to:
- Help retailers access better products, better terms and better cash flow
- Help suppliers reach more customers, more efficiently
- Reduce friction between buying and supplying
- Strengthen independent retail through collective buying power
- Create commercial opportunities across the entire G&LC community
This is not a bolt‑on. It’s a core part of how the Consortium delivers value.
For Retailers: Buying Power Made Simple
Retail members gain:
- Access to 160+ trusted suppliers
- Competitive, pre‑negotiated terms 30‑day end‑of‑month credit (subject to checks)
- Exclusive promotions and seasonal deals
- Centralised invoicing and reduced admin
- Dropshipping options for high‑ticket items
- A new 1% rebate on annual spend over £10,000
- SMS alerts for limited‑time offers
- Supplier Review Service to ensure best‑value terms
Direct helps retailers expand ranges, improve margins and streamline operations.
1% rebate on spend over £10,000
We are launching a new 1% rebate for 2026, giving members money back on all their buying. Spend £10,000 or more and receive 1% of your total spend back as a credit note.
NEW: SMS Text Alerts
We’ve launched Bira Direct SMS alerts to give our members instant updates on exclusive deals, limited-time offers, new suppliers joining Direct, Showcase Days and key events.
Join G&LC to access additional member-only content
Already a member?
Member LoginBira Direct - Case Study
Watch our interview with long-term member Philip Morris based in Hereford on how they utilise their Bira membership, featuring Managing Partner John Jones and Store Manager Jim Davies.
How this service works
Using Bira Direct is easy:
- Register your account
- Browse our supplier directory to find your supplier
- Download our Bira Direct Plus app to buy products
- View and download your invoices through Invoice Manager
If you are a G&LC member already, you can register for free.
If you are not a G&LC member, you can join Bira Direct for just £17.05 per month.
Review existing suppliers
Keeping on top of all the latest suppliers and terms can be time-consuming and complicated.
By completing a Supplier Review form, we'll not only ensure you're getting the best terms with your suppliers but also introduce you to new suppliers that we know will be a good fit for your business.
Bira Direct Supplier Directory
We have over 160 suppliers with specially negotiated terms, covering over 30+ product categories.
How to use it:
Quote your membership number and ask to be invoiced through Bira Direct when ordering directly from the supplier.
Promotion Hub
Access all the latest promotions from Bira Direct suppliers designed to save you money.
How to use it:
Quote your membership number and ask to be invoiced through Bira Direct when ordering directly from the supplier.
Ordering platform Bira Direct Plus
Bira Direct Plus - the new ordering platform from Bira Direct offers complete visibility of live pricing and stock levels and allows retailers to place orders straight from their devices. Other features include creating shopping lists for regular orders, adding products to open baskets when you need it or saving order history so you can repeat orders or access your favourite SKUs.
Bira Direct Plus is available for download on phones, tablets or browsers.
Invoicing made easy
Access all your statements and invoices online through Bira Direct Invoice Manager, available to all Bira members. Invoice Manager provides you with an easy-to-use tool for accessing your business invoices. As we process your invoices, Invoice Manager will be automatically updated, so there is no need to wait for the post.
Drop Shipping 101
Dropshipping allows customers to purchase stock from a retailer and have it sent to them directly by the supplier. Dropshipping benefits include pay only as you sell, helping you to keep costs down whilst maximising your sales.
This way, you can reduce the risk of stocking high-ticket items.
Frequently Asked Questions
Bira Direct is Bira's buying group tailored to independent retail businesses.
All Bira members can use Bira Direct. Contact credit control on 0800 028 0245 to get started.
Not a Bira member? Join here.