We sell both through the retail chain and direct on our website. The only way to encourage customers to buy from you rather than your stockists is to provide more value than your retailers.
The advantage you have as a manufacturer is your intense knowledge for your products. Educate your customers on exactly why your products are the perfect fit and show them how the product would function in their lives.
Make the process easy, delivery quick, customer service awesome, and build a unique connection with your customer by telling your story.
The one thing you WILL NOT want to do is under cut your stockists on price. Stick to your MSRP and encourage your stockists to abide by that as well. Take price out of equation and rather than thinking of "how can I cut price to move more products," think "how can I add more value to this product to move more products."
Hope this helps!