The current market situation, which has resulted in a large number of competitive forces, presents companies with the problem of reaching out to end customers. This imposes the need to research the successful practices of companies that have significantly developed distribution channels. In this final paper, the distribution channels are presented on the example of Orbico d.o.o. By choosing the right distribution channel, it is realized that the good and / or services are delivered on time and in the right quantity to a certain end user, which means that the supply has met the demand. Orbico d.o.o. is one of the most important distributors of consumer goods in the eastern part of Europe. Customers are all significant and reputable market participants ranging from large international chains, local retail chains to wholesalers, drugstores, pharmacies, independent local retailers, B2B entrepreneurs and specialized sales channels. A deeper study of the distribution system, starting from the production process to storage, inventory management, made conclusions about the state of development and distribution channels of Orbico d.o.o.