If you’re dreaming of seeing your brand on the shelves of Ulta Beauty, Target, or Whole Foods, I want you to remember something:

You’re not just selling to the consumer.
You’re also selling to the retailer.

After working as a merchant across three of the country’s largest retailers, I’ve seen it all. And if I could share one truth with early-stage founders, it’s this:

You can have a great product—but without a strong retail strategy, it won’t move.

Here’s what merchants (like me) actually care about—and how to set your brand up to win.

1. Your Brand Has Two Customers

You’re building for the end consumer and for the retailer. Merchants are running their categories like mini businesses. We’re responsible for hitting sales targets, increasing profitability, and managing limited shelf space.

So when we evaluate a brand, we’re asking:

  • Will this grow my category?
  • Is it compelling and competitive?
  • Is it going to perform in my channel?

If you understand that, you’re already ahead​.

2. Shop the Shelf Before You Pitch

Before you walk into any retailer meeting, visit at least 3 of their stores. Study your competition:

  • What’s the packaging like?
  • Where are the price points?
  • What does your brand look like next to theirs?

This isn’t optional—it’s strategy. Because if you can’t articulate how you stand out, we won’t either​.

3. Differentiation > Buzzwords

Natural, clean, inclusive—those are table stakes now. If that’s all you’re leading with, you’re not standing out.

Ask yourself:

  • What’s my real edge?
  • Is it a white space?
  • Is it timely? Is it personal?

Retailers are looking for relevance. Don’t give them what’s already everywhere​.

4. What Goes in Your Pitch Deck

Make it short (10 slides max), visual, and crystal clear. Merchants are reviewing hundreds—sometimes thousands—of decks each year. So show me:

  • Your founder story (with a face and a mission)
  • Product visuals
  • Retail traction (DTC performance, social engagement, past partnerships)
  • Your innovation pipeline
  • Marketing plans
  • What you want from us

And most importantly: make it skimmable in 2 minutes flat​.

5. Don’t Be Afraid to Start Small

A full chain launch can crush an emerging brand if you’re not ready. Instead:

  • Pitch a regional rollout (100 doors instead of 2,000)
  • Ask for online-only placement first
  • Test and learn before you scale

Remember: 3 months of empty shelves will do more harm than good. Be transparent about what you can deliver—and when​.

6. You Will Be Asked to Spend

Most retail marketing is pay-to-play. That doesn’t mean you shouldn’t do it—but you must plan for it.

Expect:

  • Co-op fees
  • Slotting fees
  • Store signage
  • .com set-up fees
  • Marketing costs (often 15–20% of your retail plan)

Retailers love brands that show up. Whether that’s through founder-driven activations, social media buzz, or grassroots education—you have to generate awareness and drive traffic to the shelf​.

7. You Can—and Should—Negotiate

You may not be able to negotiate everything, but there are areas you can:

  • Payment terms (try for Net 30 or Net 60)
  • Marketing asks (if they want exclusivity, ask what they’re offering)
  • Damages cap (especially in beauty or food)
  • Store count (it’s okay to say “not yet” to 2,000 doors)

But get clarity. And get help. Even a short-term consultant can help you structure these conversations to protect your brand’s margin and operational reality​.

8. Out of Stock Isn’t the End of the World—But It Can’t Be a Pattern

If you run out of inventory, be honest. Give a hard in-stock date and share what changes you’re making to avoid future disruptions.

Retailers understand problems. They don’t tolerate repeat ones​..

Final Thought: Retail Is a Partnership—Not Just Placement

Retail success isn’t just about getting in the door. It’s about staying there.

So be strategic. Be prepared. And don’t be afraid to say “not yet” until the timing and terms are right.

Because when you win at retail, it won’t be by accident. It’ll be because you came in ready.

Monique Benoit is a veteran merchant and category strategist, having launched national brands at Target, Ulta Beauty, and other leading retailers. She is also the host of the Scaling Emerging Beauty podcast and an advocate for emerging, purpose-driven brands.