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Delisting, operated by a growing number of retailers, occurs frequently in France. Based on a longitudinal study of store managers and their suppliers, customer survey data, and interviews with consumers, this article clarifies the different types of delisting and explores potential factors that influence consumer reactions. It shows that there are other kinds of delisting than the withdrawal of a brand, and that consumer reactions do not only relate to brand equity but also to attitudes and motivations (the attitude toward the product, the position on delisting, and brand attachment), the frequentation of stores (type of shopping, search for variety, store loyalty), and the decision-making process (situational factors and post-purchase evaluation).