If this is true, it shows a very interesting difference between English law and US law.
Over here, your contract is with the retailer alone. No matter that damage may have occured at the factory before packaging, it is the retailer who must sort it out or risk being sued by the customer.
If the shipping is arranged by the retailer, any claim you may have for damage in transit is against the retailer. It is his responsibility to claim from the shipper, with whom he has the contract.
I suspect that this is actually also the case in the US
Cheers
Brad