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The crisis of the retail industry comes from the exhaustion of its original business model: the discount. The relevance of this model has been challenged by the transformations of capitalism and society that require new ways of satisfying consumer needs. The ongoing evolution of consumer markets is blurring the boundary between manufacturing and retail and leading to the emergence of the “integrator” as the key actor in market architecture. This dynamic is likely to call into question the very existence of “retailers” in the sense inherited from Fordist industrial capitalism.