Landing a national retail account is a huge milestone for any emerging CPG brand. But getting on the shelf is just the first step—staying there is the real challenge. Many founders assume that if a retailer agrees to carry their product, sales will naturally follow. Unfortunately, that’s not always the case.

Take for example my previous brand, TeaSquares that secured placement in 169 Jewel-Osco stores. We were excited to get on shelf but within nine months our product was pulled from shelves due to low velocity. Why? I didn’t know how to support a launch at that scale, and I made a ton of mistakes

To succeed in national retail, brands need real sales data, shopper insights, and pricing validation before they scale. By testing in smaller retail environments first, you can fine-tune your strategy and improve your chances of success.

Here are five key things to know when preparing for national retail expansion—and how early-stage retail testing can set you up for long-term growth.

1. Retail Buyers Expect Market Validation

Retail buyers are inundated with product pitches. To stand out, you need to prove that your product already has demand and that it will perform well in their stores. Simply having great branding or a compelling founder story isn’t enough—you need hard data.

Buyers often ask:

• What are your current sales velocities?
• How do you know customers will buy this in a retail setting?
• What proof do you have that your pricing and packaging work?

Before pitching a national retailer, it’s essential to test your product in real-world retail environments and gather early sales data. This gives you concrete proof that your product moves off shelves, resonates with consumers, and is ready for larger-scale distribution.

2. Your Pricing and Margins Must Be Retail-Ready

One of the biggest mistakes brands make when entering national retail is failing to price their product correctly. Your pricing must account for:

• Retail margins (which can be 40% or more)
• Promotional costs (such as discounts and slotting fees)
• Freight and distribution expenses

Many brands price their products based on direct-to-consumer (DTC) models, which don’t always translate to retail profitability. If your margins are too thin, you might win a retailer but lose money on every sale.

By testing different price points in real stores and collecting shopper feedback, you can determine the optimal pricing strategy—ensuring you stay competitive while maintaining healthy margins.

3. You Need to Prove Product Velocity and Repeat Purchase Potential

Velocity—the rate at which your product sells—is one of the most important metrics for retail success. If your product doesn’t move fast enough, national retailers won’t hesitate to discontinue it.

In addition to velocity, repeat purchase rate matters. Retailers want to know:

• Are customers coming back for your product?
• Does your product stand out on the shelf?
• How does your sales performance compare to category averages?

Instead of guessing, you can track your product’s retail velocity and shopper behavior before pitching to major retailers. This allows you to identify potential roadblocks and optimize marketing efforts to drive repeat purchases.

4. Retailers Want to See Competitive Differentiation

Retail shelves are crowded, and buyers want to know what makes your product unique. You may have a great product, but if you can’t clearly articulate why customers will choose it over competitors, it’s going to be a tough sell.

To stand out, you need:

• Clear competitive positioning (What makes your product different?)
• Data showing why shoppers choose you over competitors
• Retail-ready packaging that grabs attention

By testing in retail stores and collecting consumer insights on purchase drivers, you can refine your messaging, adjust packaging if necessary, and position your product as a standout in your category.

5. You Must Be Ready for Supply Chain & Fulfillment Demands

Scaling from regional retail or DTC to a national account is a massive operational challenge. National retailers expect consistent inventory, reliable fulfillment, and the ability to meet demand spikes. Many brands underestimate the logistics involved, leading to out-of-stocks, missed shipments, or costly supply chain issues.

Before launching nationally, ask yourself:

• Can you handle large-scale production without sacrificing quality?
• Do you have a distribution plan that meets retailer requirements?
• Are you financially prepared for longer payment terms (sometimes 60-90 days)?

By analyzing early retail demand trends, you can better estimate production needs, fine-tune your supply chain, and avoid costly inventory mistakes.

Conclusion

Expanding into national retail is a huge opportunity, but it requires careful preparation. Many brands fail not because they have a bad product, but because they don’t validate their retail strategy beforehand.

By leveraging early-stage retail testing and shopper insights, you can:

• ✅ Prove demand with actual sales data
• ✅ Optimize pricing and packaging for retail success
• ✅ Track velocity and repeat purchases before launching nationally
• ✅ Identify key differentiators to stand out from competitors
• ✅ Prepare your supply chain for large-scale distribution

National retail success isn’t about luck—it’s about preparation. By testing and refining your approach before scaling, you can increase your chances of not just getting on the shelf, but staying there.

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