This study analyzed the decision-making process of GV Store, a fashion retail company, in facing challenges related to supplier dependency and difficulties in restocking popular products. GV Store, which relies on a diverse base of more than 30 suppliers, frequently deals with product shortages and delays in restocking, negatively impacting its sales and customer satisfaction. The study explored the stages of the company’s decision-making process, considering alternatives such as in-house production and partial own production to increase stock control and reduce external dependency. The study concludes that a gradual in-house production strategy and the strengthening of communication practices with customers are crucial decisions to ensure GV Store’s growth in a highly competitive and dynamic market.