Of special significance in the development and maintenance of the Benetton retail network, is the role of agents who act as intermediaries between the company and the shops. Each of the roughly 70 to 80 agents is assigned a large territory in which they are to supervise and encourage the development of Benetton retail outlets. They control and assign the contracts with
store operators and minor investors in their respective territory and may also have an interest in a number of stores themselves. It is their responsibility to recruit and help train the individual store operators; they display the Benetton collection to shop owners in their regions and assemble orders for the initial stock and stock reordered during each season. In addition to their share of profits from the stores in which they hold ownership, agents receive a commission on the sales of goods by the retail outlets in their region.