Retail readiness: ready for the listing. And for everything after.
I get D2C brands in beauty, personal care and wellness ready for a listing at dm, Rossmann, Müller or Douglas. And I help brands that are already listed take the next step: more sell-out, more space, new retailers and new markets.
Signs you need it
- D2C growth is flattening and the cost per new customer keeps rising.
- A retailer is interested, but you don't know what they really want to see.
- Packaging and prices were made for the online shop, not the shelf.
- You're listed, but sell-out is below expectations.
- The annual review is coming and you need a story for more space.
- Investors are asking about your omnichannel strategy.
How I work
I know the brand's view and the retailer's. Depending on where you are, we start at step 1 or step 4.
- Readiness check
Brand, range, packaging, look and story. What's already in place and what has to be ready before your team talks to the retailer.
- Category story
What your brand brings to the category, in the language of category management. New shoppers, a need, a trend the shelf doesn't have yet.
- Range and pitch story
A listing range with clear hero products and a pitch story that uses your own D2C data as proof.
- After the listing
Sell-out plan, a story for more space, innovation in the right listing window and the brand strategy for the next retailer or country.
Clear roles: your sales team leads the retailer meetings and your team calculates prices and terms. I make sure you walk in with a brand, a range and a story that convince.
What you'll have at the end
- A readiness report with clear priorities
- A category story and pitch materials for your team
- A listing range with clear hero products
- A sell-out plan for the first months on shelf
- For listed brands: a story for more space and a next-step roadmap
Where I've done this before
From both sides of the shelf.
Led one of the world's biggest make-up brands across all of Europe, out of Paris.
Category development for the German mass market at L'Oréal. The buyer's view.
Started out in retail research and retail. I know how shelves and buyers think.
Questions about retail readiness
What do drugstore chains like dm or Rossmann expect from new beauty brands?
A clear contribution to the category: new shoppers, extra revenue or a topic the shelf is still missing. Plus a focused range, reliable supply and a plan for bringing people into the store and to the shelf.
When is a D2C brand ready for retail?
When it has a clear positioning, a few proven strong products, a margin that can carry the retail margin, and a community that will look for it in store too. The readiness check shows which of these are in place.
What's the next step after the listing?
Securing sell-out, building a story for more space, placing innovation in the right listing window and preparing the next retailer or country. That's exactly where I help listed brands.
The other areas
Let's talk.
Want to get retail-ready or take the next step on the shelf? Tell me where you are right now.
