As a former retail buyer, I know exactly what I need to pay for your product before I even walk into the room. 

Do you?

All too often, I see founders saying YES to the opportunity without fully understanding what it takes to launch with retailers. 

The real question isn’t whether you can get stocked. 

It’s whether the numbers genuinely work for your business once everything beyond the product’s cost price is factored in.

I see this all too often…

I see this all too often…the relationship starts, the launch goes live, and the honeymoon period begins… 

But eventually the reality surfaces.

The additional costs (that weren’t factored in) are starting to stack up. Retailer support naturally declines after the honeymoon. Cash flow tightens. Margins get squeezed. And suddenly, the listing that once felt exciting starts becoming financially difficult to sustain.

The “we’ll make it up in volume” plan hasn’t quite worked out.

The ‘hope’ that this retailer would quickly catapult the brand into many other retailers hasn’t happened either.

And quietly, behind the scenes, some founders start realising they simply can’t afford to continue.

And the brand has no choice but to delist itself.

As entrepreneurs, founders are naturally wired to chase opportunities, so when a retailer finally says YES, it feels like a huge breakthrough moment. In many ways, it is. You’ve worked hard for it.

But sometimes, in the excitement of landing the listing, founders agree to terms they weren’t fully prepared for commercially because they are so focused on getting stocked, they haven’t yet understood the full reality of what it takes to service that account sustainably.

And to be fair…most founders were never taught this stuff.

The important thing is this IS avoidable (phew!). Lucky for you, I’ve made it my mission to debunk the myths around launching and scaling with retailers! 

This is exactly why I spend so much time helping founders understand the commercial realities of retail partnerships, because great negotiations are about structuring a deal that genuinely works for long-term longevity – for you both!

Because the goal isn’t just to get stocked.

It’s to build a retail partnership that is commercially sustainable and profitable, and that gives the founder far more control as the business grows.

Retail buyers need to feel confident that you are going to manage your business, deliver on time and be able to partner because, ultimately, instability becomes a problem for the retailer too.

The strongest brands properly understand:

• the commercials
• the operational realities
• the pressure points
• and what success genuinely looks like
•  

Good negotiation isn’t just about the cost price.

Because once the honeymoon period disappears, the numbers have to work in real life. Not just on the pitch deck.

So if  you are launching or scaling with retailers, here are 5 things I’d encourage you to do BEFORE agreeing to retail terms:

Ask to see the supplier terms, supplier manual or contract early so you can properly understand what servicing the account will actually involve operationally and financially.

Cost EVERYTHING beyond the product itself because your margin needs to absorb far more than just manufacturing costs.

Understand the cashflow impact of the deal because a “profitable” deal on paper can still create huge pressure on your business financially.

Don’t rely on future volume to fix weak margins because volume often magnifies poor margin structures rather than solving them.

Remember that the best retail partnerships are based on honesty. A sustainable partnership is far more valuable than landing a big-name retailer that slowly drains your business behind the scenes.

Getting stocked is exciting.

But staying stocked profitably is the real strategy.

Whether you are launching or scaling with independents, high street multiples, department stores or supermarkets, if you’d like a second pair of eyes, AKA “a retail buyer in your back pocket” (still my favourite testimonial!)

P.S.  I’ll be running Get Pitch Ready Bootcamp again soon!  Where

I show you how to position and prepare properly BEFORE you ever walk into a buyer meeting, send a cold email, or pitch at a trade show.

5 days.
90 minutes each day.
Live with me.

Built to help you go into buyer conversations feeling confident, commercially prepared and knowing exactly what a buyer needs to hear.

If you’d like to join us, join the INVITE LIST HERE