Retail Strategy · 10 June 2026
What a chain buyer is actually deciding
Brands prepare for a buyer meeting by talking about their product. Buyers are not deciding whether your product is good. They are deciding what comes off the shelf to make room for it, and whether the category earns more afterwards.
That reframes everything you bring to the meeting. Not 'our product is better', but 'here is the shopper your category is currently losing, here is what this line adds per metre of shelf, and here is why it does not simply cannibalise what you already stock'.
It also explains why a distributor who already sits in that category review gets a different hearing. The buyer is not evaluating a stranger's claim — they are evaluating a proposal from someone whose other lines they can already measure.
Send us your range.
Tell us what you make and which shelves it belongs on.