How to Get Your Brand into Major Retailers
HOW TO GET YOUR BRAND INTO MAJOR RETAILERS
INSIDER TIPS TO MAKE IT HAPPEN
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Have you ever dreamed of seeing your products on the shelves of a prestigious retailer like Selfridges, John Lewis, or Ocado? For many small business owners, the idea of working with a big retailer feels like a distant dream—something reserved for well-known brands with huge followings. You might be surprised to learn that size, visibility, and recognition aren’t the deciding factors when it comes to getting noticed by retailers.
I’ve been there. When I started my original floral brand, I was working from my kitchen table, with big dreams of being stocked in one of the world’s top department stores. I had no presence in London and was unknown in the retail world. Yet, against the odds, I made it happen—and my brand flourished in Selfridges & Co., a partnership that helped define my creative business. So, if you’ve ever felt that working with major retailers was out of reach, please know that it is completely possible, and I’m excited to share how you can make it happen too.
“In this blog post, I’m sharing insider tips and practical advice from Nic Waller, a retail expert who has worked with some of the biggest names in British retail. Nic was instrumental in helping me land that first big retail deal. Whether you’re in the early stages or aiming to grow your business, these insights will guide you on how to engage with retailers, make an impression as a smaller brand, and position your products in front of the right buyers.”
What Makes a Brand Stand Out to Buyers?
The first thing you need to understand is what makes a buyer sit up and take notice of your brand. You might think it's about having the biggest following or the most impressive visibility, but according to Nic, it’s much simpler than that. Here are the three things you need to focus on:
Authenticity: Buyers love to see passion, especially from smaller brands. It’s not just about what your product does; it’s about why your brand exists. What’s your story? Why did you create this product, and what makes it special? Having a strong, authentic story that resonates with the buyer—and ultimately their customers—can make all the difference.
Innovation: You don’t need to reinvent the wheel, but you do need to offer something that sets your product apart. Whether it’s through design, packaging, or how your product is used, your brand needs to stand out in a crowded market. Buyers are always on the lookout for fresh ideas that will surprise and delight their customers.
Alignment with Retailer Values: Retailers like Selfridges, John Lewis, and Ocado have a clear identity. They know their customers and what those customers expect. One of the keys to breaking into these retailers is showing that your brand aligns with their values. Do your research and demonstrate how your product fits within their brand vision and customer base.
In my experience with Selfridges, I was an unknown brand competing against bigger names. But my authenticity and unique take on floral design caught their attention. I aligned with their ethos of surprising and delighting customers with something fresh, and that was what helped me stand out. By focusing on these three areas, you’ll increase your chances of making a lasting impression with buyers.
“Buyers love to see passion, especially from smaller brands. Your product needs to offer incredible value and HAVE a deep rooted reason for its existence.”
How to Approach Retailers When You’re Just Starting Out
I fully understand, I’ve absolutely been there, approaching a big retailer can feel intimidating, especially when you’re still growing your brand. But, approaching retailers is perhaps more achievable than you might think. You don't need to be a large, well-known brand to catch the attention of buyers—what matters most is how you position yourself. Here’s how to approach retailers with confidence:
Preparation is key: When reaching out to a retailer, having a clear and concise pitch ready to go is essential. Highlight what makes your product unique and how it fits with their audience.
Build Relationships: Retail is built on relationships. It’s not just about making a sale; it’s about establishing a partnership with the retailer. Be personable, professional, and show that you’re in it for the long haul. A great first impression can turn into a long-term relationship that benefits both you and the retailer.
Start Small: You don’t have to start with a huge order or a full-scale launch. Many retailers are open to starting with a smaller selection of your products, or even testing your brand online first. This gives you a chance to prove yourself, build momentum, and grow within the retailer over time.
When I first approached Selfridges, I didn’t start with a full in-store display. In fact, I initially had to figure out how to stock flowers online, a challenge I had never tackled before. But by being flexible, open to new ideas, and working within the retailer’s needs, I was able to get my foot in the door and later expand into their main physical store.
“You don’t need to reinvent the wheel, but you do need to offer something that sets your product apart. Buyers are always on the lookout for fresh ideas that will surprise and delight their customers. And know exactly what makes your brand different? Having a strong, authentic story that resonates with the buyer—and ultimately their customers—can make all the difference.”
The Power of Persistence
One of the most important lessons for any business owner is the power of persistence. Landing a deal with a major retailer won’t happen overnight, and you may not hear back after your first pitch. But that doesn’t mean it’s the end of the road.
Nic’s advice? Don’t be afraid to follow up, especially after initial meetings. Buyers are incredibly busy, and sometimes it takes several emails, messages and phone calls before they make a decision. Keep building that relationship, keep the conversation going, and don’t be discouraged if it takes time to see results.
I remember feeling incredibly nervous after my first meeting with Selfridges. It wasn’t an immediate yes, but I kept the dialogue open, followed up, and remained patient. Eventually, that persistence paid off, and we created a partnership that helped grow my brand in ways I could have never imagined.
“Don’t be afraid to follow up after your initial pitch or meeting. Buyers are incredibly busy, and sometimes it takes several emails, phone calls and messages before they make a decision.”
Why Your Size & Visibility Matter Less Than You Think
One of the most reassuring insights from Nic is that your size and current visibility aren’t as important as you might think. You don’t need to have thousands of social media followers or be featured in magazines to catch the attention of major retailers. What matters is your product, your story, and how well you align with the retailer’s needs.
Smaller brands often have an advantage because they can offer something fresh, different, and exciting. Retailers are always looking for products that will set them apart and engage their customers in new ways. If you can show that your brand brings something unique to the table, buyers will take notice—regardless of your size.
“You don’t have to start with a huge order or a full-scale launch. Many retailers are open to starting with a smaller selection of your products, or even testing your brand online first. And know that your size and current visibility aren’t as important as you might think. Smaller brands can offer something fresh, different, and exciting that big brands can’t always provide.”
Actionable Tips for Getting Your Product into Major Retailers
Let’s break it down into some actionable steps you can take right now to increase your chances of getting your brand into a major retailer:
Do Your Research: Understand the retailer’s values, customer base, and product range. Show that you know how your product fits into their world.
Craft a Clear Pitch: Be concise and compelling. Make sure your pitch highlights the unique aspects of your brand and product. Buyers are short on time, so get straight to the point.
Follow Up: Don’t be afraid to follow up after your initial pitch or meeting. Buyers may be interested but busy. A polite follow-up can keep you on their radar.
Be Open to Feedback: Sometimes, buyers will offer advice or ask you to make tweaks to your product before moving forward. Be open to their suggestions—they know their customers well and want you to succeed.
Stay Persistent: Success rarely happens on the first try. Keep building those relationships, keep refining your pitch, and stay persistent.
“Retailers have a clear identity, and it’s important to show that your product fits within their brand vision and customer base. And be flexible, open to feedback, and willing to try new things. Buyers want to work with brands that are ready to adapt and grow.”
Conclusion: You Can Secure That Retail spot
Breaking into major retailers may seem like a daunting task, but with the right approach, it’s absolutely possible. Focus on building relationships, offering something unique, and showing why your product is a perfect fit for their customer base.
Remember, your brand doesn’t need to be big or widely recognised to succeed. What matters is your passion, your persistence, and your ability to create something that resonates with both the buyer and the customer.
Take these tips and start putting them into action. Your dream of seeing your products on the shelves of major retailers is closer than you think. You can absolutely make it happen!