Distribution is a trial, not a commitment. This is where we cover how buyers and distributors actually evaluate brands — velocity, margin contribution, and the portfolio math that determines whether you hold shelf space or quietly lose it.
Distributor Strategy
You can have the best story in the category and still lose the shelf. This isn't a knock on brand building. A compelling story gets you meetings. It gets buyers to take the sample. It gets a distributor to add you to the book. Narrative has real value
Route to Market
Most brands that stall in year two didn't see it coming — because placement counts were climbing while the numbers underneath were quietly deteriorating. Here's what's actually happening when a brand loses momentum, and how to engineer your way out before the window closes.
Distributor Strategy
A first placement is not product-market fit. It's an invitation to prove it. Here's how to read the difference between a support problem and a placement problem — and what to do when reorders aren't coming.
Distributor Strategy
Signing with a distributor feels like gaining a partner in building your brand. It isn't. Here's what you actually bought — and what it means for how you price, sequence channels, and build demand.