How to Get Your Brand Stocked in Retail Stores
By Sarah Allbright, Director at Retail100 ConsultingGetting stocked in a retail store is a major milestone - but it’s not just about having a great product. From your pricing strategy to your pitch deck, retailers are looking for polished, prepared, retail-ready brands.
Whether you’re aiming for the high street or your favourite boutique, here’s how to make your retail launch a success.
1. Know Your Numbers (Before You Pitch)
Buyers aren’t just buying products - they’re investing in business partners. That’s why they’ll want to see:
Wholesale pricing that aligns with retail margins (typically 2.5–3x your cost price)
Clear profit margins, even after accounting for things like promotional contributions or rebates
Cash flow planning so you can fulfil orders without overpromising
Inventory readiness for consistent stock availability
Pro tip: Be ready to talk about units, turnaround times, minimum order quantities, and what support (marketing or merchandising) you’ll offer once stocked.
2. Be Honest: Is This Retailer the Right Fit?
Not every store is the right match - and that’s okay.
Ask yourself:
Does my product complement their existing range?
Is there a clear gap that my brand fills?
Are my price points realistic for their customer base?
Does my packaging and visual identity align with their in-store experience?
Dreaming of Selfridges? Amazing. But don’t discount the value of local lifestyle stores or curated independents - they often offer greater flexibility and more brand-building support.
3. Get Retail-Ready
Rushing into retail before you’re ready is one of the biggest mistakes brands make. Make sure you tick off the following essentials:
✅ Barcoding & Packaging: Retailers use automated systems - your product needs to scan and stack.
✅ Reliable Fulfilment: Can you deliver consistent stock at scale?
✅ Compliance: If your product needs to meet safety or industry standards, get certified early.
Think of your product like a guest at a formal dinner - it needs to be dressed well, arrive on time, and know how to behave at the table.
4. Master the Retail Pitch
Buyers are busy. Your pitch needs to be clear, compelling, and commercially sound.
Essentials to include:
A strong, visual presentation or lookbook
High-quality lifestyle and pack shots
Clear USPs and reasons why your product will sell
A tidy line sheet with wholesale/RRP/margins and terms
Samples that match your final product
Be professional, but don’t be afraid to follow up. A polite nudge after 7–10 days keeps the conversation warm.
5. Use Launchpads & Industry Events
Not sure where to start? Many UK retailers offer structured programs for emerging brands.
John Lewis & Partners’ Pitch Events
Anthropologie’s Open Call for Creators
Not On The High Street’s Seller Programme
Top Drawer & Spring Fair trade shows
The Great Brand Exchange (introduces small brands to high-street retailers)
Events like these are not just about pitching - they’re where you build relationships, spot trends, and show you're serious.
Final Thoughts: Be Prepared, Not Perfect
Every product on a store shelf started with a pitch, a plan, and a persistent founder. If your brand is retail-ready - or nearly there - now is the time to take your shot.
And remember: rejection doesn’t always mean no. Sometimes it means “not yet.”
Need Help Getting into Retail?
Retail100 Consulting helps product-based brands pitch, plan, and grow into the retail market with confidence. With 100+ years of combined experience in buying, merchandising, and brand strategy, our team is here to support your next chapter.
Follow us on LinkedIn or visit retail100consulting.com to find out more.
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