How to Get Retailers to Stock Your Product

When we were trying to get our product into retail stores, the usual advice was: send emails, make decks, wait. But the reality? Cold outreach rarely works.

Here’s what actually did:

Start with your own network. I’ve often been introduced to retailers like Boots or John Lewis by friends—it’s been far more effective than any cold outreach ever was. People naturally help people they know (or people their people know).

Yes, we really did this. We turned up at the head offices of ASDA, Morrisons, Boots—even John Lewis—with product samples in hand. No invite. Just showed up. And you know what? Security were friendly, and we got further than any email had ever taken us.

At one retailer’s office, we went in fully dressed. It wasn’t just a stunt—it was a statement. That we were willing to go the extra mile, and that we’d do the same when marketing our product in their store. It worked.

Still want to try email? Do your homework. Look up the buyer. Read the company strategy. Align your pitch to their exact goals. Literally mirror their language. Regurgitate their strategy back to them. Make it impossible for them to ignore you.

Retail isn’t won by the best email. It’s won by the boldest move, the warmest intro, the smartest story.

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