Take it from someone who lives and breathes this world every day. Breaking into retail is exciting! But staying on the shelf is where the real challenge begins.

Over the years, we’ve worked with brands at every stage, from DTC startups to established products making the leap to Costco, Target, Walmart, and other major retailers.

I thought it would be helpful to take a practical look at what actually works when launching into retail. This is based on firsthand experience across dozens of categories.

1. Understand the Retailer Before You Pitch:

Every retailer evaluates brands through a different lens — what earns you shelf space at one chain might not even get you a meeting at another. They each have their own priorities for why a brand deserves placement — and how it needs to perform once it’s there

• Costco wants value, demo potential, and clean packaging with a significant sales velocity. Think $1K per warehouse in sales per week, or more.
• Target pays close attention to branding, trend appeal, and curated assortments.

• Walmart looks for EDLP pricing and national scalability.

• Dollar stores need price-point logic and small-footprint pack sizes.


One of the biggest missteps I see is using the same pitch deck for everyone. Customization isn’t optional — it’s crucial. You need to help the buyer visualize how your product fills a need AKA, a white space.

2. Don’t Pitch Until You’re Truly Retail-Ready

Buyers don’t want hypotheticals. If you get a “yes,” can you deliver?

That means:

• Finalized pricing and packaging

• Operational readiness (including 3PL, pallet specs, etc.)

• Barcodes, certifications, and any required testing

• Realistic inventory and promo plans


We’ve walked brands through this dozens of times. It’s not about perfection — it’s about showing you’re prepared. The buyers will always have their own ideas, and plans will be tweaked, but showing them that you understand their space and have a true gameplan in mind, is a game changer and will help you break through.

3. Back It Up with Data — Even If It’s Not Retail Data

You don’t necessarily need previous retail success to land a big retail fish, but you do need to show proof that people want your product — and that it’s already working somewhere.

ThaThat could mean:

• DTC velocity
• Amazon reviews
• TikTok traction or influencer buzz
• Regional retail and big box wins
• Press hits, awards, and certifications


Buyers aren’t gamblers. They make decisions based on numbers. Show them momentum, even if it’s outside of traditional retail, and it’ll give you a much better chance at shelf space.

4. Plan for Sell-Through, Not Just Sell-In:

This is where a lot of brands get tripped up. Getting the PO is exciting, but that’s just the beginning.

You need a plan to move product:

• In-store demos 
• Social Media Campaigns (TikTok, IG, Instagram.) You don’t have to go viral per se, but you can still generate interest and drive customers to retail doors.
• In-Store Promos (Participating in Store Promos) – Be sure to set aside 8-10% of your revenue for this with certain retailers like Target.
• Email blasts:
• Review generation: Your customers love your product! Have them spread the news!

Every buyer wants to know: what are you doing to drive velocity?

5. Be Patient, Be Persistent — But Always Add Value

Retail timelines are long. Buyers switch roles, resets get pushed, and silence can drag on. That doesn’t mean “no” — it just means you need to follow up the right way. We don’t just want to “check in” or “bring this email to the top of your inbox.” Follow up with something exciting.

What works:

• New sales wins: “We were just featured in this blog or on this social media channel!”
• Updated pitch decks with better data

• Seasonal opportunities

• Product line extensions or innovations


It’s a rhythm. I coach brands on how to stay on radar without being a pest.

Final Thought:

Getting into retail isn’t about hype. It’s about showing up prepared, delivering value, and building trust over time.

If you’re working on that leap into retail — whether it’s Costco, Walmart, or a regional test — I’ve likely helped someone do it. And if you want guidance on what to expect or how to approach it

Reach out. Happy to help.