How to Successfully Launch Your Brand into Retail
By Sarah Allbright, Director at Retail100 Consulting.
Getting your brand into retail can feel like an uphill battle. With limited shelf space and high competition, breaking into the market requires strategy, preparation, and a deep understanding of what buyers are looking for. If you're ready to see your products on store shelves, here’s what you need to know to make it happen.
Know Your Numbers Before You Pitch
If you've ever watched Dragons’ Den, you’ll know that knowing your numbers is key. Retail buyers will scrutinise your pricing, margins, and profitability, so ensure you’re prepared before making your approach.
Work out your wholesale pricing and ensure it aligns with industry standards. Most retailers expect margins of 2.5 to 3 times the cost-to-retail price (RRP).
Be aware of additional costs, such as marketing contributions or rebates, which could impact your profitability.
Understand your cash flow and inventory management, as retailers won’t commit to holding large amounts of stock.
Is This Retailer the Right Fit for Your Brand?
It’s easy to dream big, but before approaching a retailer, take an honest look at whether your brand is a good match.
Visit the retailer and analyze their existing product lineup. Does your brand complement their range? Is there a clear gap your product fills?
Consider whether your brand aligns with their audience. Are your price points realistic for their customers?
Be realistic. While everyone dreams of a luxury placement in Selfridges, your brand may be better suited for M&S or an independent boutique.
Are You Retail-Ready?
Many brands rush into retail before they’re truly ready, leading to challenges that could have been avoided. Ensure your brand is prepared by checking off these essentials:
☐ Barcoding & Packaging
Your products need to be correctly barcoded and packed for automated warehousing systems.
☐ Stock Availability
Most retailers won’t commit to large stock volumes upfront, but they’ll expect you to deliver consistently when orders come in.
☐ Compliance & Regulations
Ensure your product meets any industry standards and legal requirements for retail.
The Best Way to Approach a Retail Buyer
Buyers are inundated with pitches, so making yours stand out is crucial. Here’s how to boost your chances of success:
Do your homework – Clearly articulate why your brand is the right fit for their store. Use data to back up your claims.
Create a standout presentation – High-quality photos, polished branding, and well-prepared samples will leave a lasting impression.
Be persistent but professional – Follow up strategically, but avoid becoming a nuisance. If they say it’s not the right time, stay on their radar for future opportunities.
Leverage Industry Events & Retail Launchpads
Many retailers offer brand launchpads and “Meet the Buyer” events, providing opportunities for emerging brands to connect with key decision-makers. Trade associations and networking groups can also offer valuable insights into the retail landscape.
Launching into retail is a milestone moment for any brand. Seeing your products on shelves is an achievement worth striving for - but it takes strategy, persistence, and preparation.
If you need expert guidance to navigate this process, explore our retail consulting services or follow us on LinkedIn for behind-the-scenes insights. With over 100 years of combined experience in buying, merchandising, and brand strategy, our team at Retail100 Consulting is here to help you break into the retail market with confidence.
