Everything Branding is excited to share a Q&A with our favorite retail placement partner, Alexia Ambrose ! From Alexia:
Breaking into retail is a major milestone for any brand, but it requires preparation, strategy, and an understanding of what retailers are looking for. Brands must be retail-ready before approaching buyers to ensure a smooth entry and long-term success. Here’s what you need to know.
Before pursuing retail, brands should ensure they have the right pricing strategy, operational capacity, and marketing support in place. Retailers prefer brands that come prepared with sales velocity data, a strategic launch plan, and a commitment to growing their presence both in-store and online. Understanding the retailer’s customer base and aligning with their merchandising goals will set brands up for long-term success in retail.
What Do Brands Need Before They Try to Get Retail Accounts?
Retailers look for well-prepared brands that can demonstrate strong sell-through potential. Before pitching, brands should have a proven sales history, clear brand positioning, and professional packaging that meets retail requirements. Strong margins to accommodate wholesale pricing, a fulfillment and logistics plan, and a marketing strategy to drive demand are crucial. Retailers also appreciate brands with existing customer demand, so showcasing online success, social media engagement, and positive customer feedback can give you an edge.
Common Mistakes Brands Make When Trying For Retail Accounts?
Many brands make the mistake of reaching out to retailers too soon, before establishing proof of concept. Pricing mistakes are another major issue. Brands often fail to calculate wholesale pricing correctly, leaving little room for retailer margins or promotional discounts. Lack of marketing support is also a red flag for retailers who want to see that a brand can generate consumer demand.
What’s the Fastest Way to Get Into Retail?
The fastest way to land a retail account is through buyer relationships and networking. Attending trade shows, leveraging retail brokers, and tapping into industry connections can fast-track introductions. Having strong DTC (direct-to-consumer) sales and a compelling sell-through story also helps. If a retailer sees consistent consumer demand for your product, they’ll be more inclined to bring you in. Additionally, small regional chains or test programs can serve as stepping stones to larger national accounts.
How Do You Get Full Store Displays vs. Being on Shelves?
Securing full store displays rather than just shelf space requires a strong brand presence and a compelling merchandising strategy. Brands that invest in point-of-sale displays, shippers, and endcaps show buyers they are committed to visibility and sell-through. Retailers prioritize brands that offer co-op marketing support, in-store promotions, or influencer-driven campaigns that drive foot traffic. Demonstrating strong sell-through data from previous retail partnerships also helps justify a larger retail footprint.
Next Steps If a Buyer Wants to Put Your Brand in Stores
Once a buyer expresses interest, the next steps involve negotiating order quantities, pricing, and promotional support. Retailers will determine how many stores to launch in based on category performance, geographic relevance, and initial test-market opportunities. Brands should be prepared to discuss production lead times, inventory availability, and marketing activations to ensure a seamless rollout. Expect to complete vendor setup paperwork, meet EDI compliance requirements, and coordinate ship dates aligned with the retailer’s promotional calendar.
How to Stand Out in Stores and Ensure Long-Term Success
Once in stores, brands must focus on brand awareness and sell-through to maintain shelf space. PR and media coverage, influencer partnerships, and social media buzz can drive traffic to retail locations.
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