Start Local, Think Big: Getting Your Product Into Independent Stores

Every major brand you know today got its start somewhere small. Independent stores offer a fantastic entry point for new products because they’re often more accessible than large chains. Unlike bigger retailers, they don’t always require you to work through a distributor or navigate extensive promotional fees, making them an ideal place to test your product and get in front of your core audience.

Step 1: Identify Key Local Stores

Start by creating a shortlist of independent stores (aim for fewer than 20) that serve your ideal customer and are close by. This isn’t about casting a wide net; it’s about focusing on retailers where you know your product will resonate.

Getting in front of these retailers often means simply showing up. Walk into the store, or if that’s not feasible, send an email or call the buyer to introduce yourself and request a meeting. Independent retailers tend to appreciate a direct approach—it shows commitment.

Step 2: Crafting an Effective Outreach Email

Not sure how to word your outreach email? Keep it simple and to the point. You’re essentially opening a door, so aim to spark their interest without overloading them. (Need an email template? We’ve got you covered!)

Step 3: Preparing for Your First Retail Meeting

Before you head in, make sure you’re equipped with a polished sales presentation. Here are the essentials you’ll want to include:

Mission & Overview: Why does your company exist? What problem are you solving?

Brand Story & Team: Share a brief story about your brand’s journey and introduce your team. People connect with people!

Product Details & Benefits: Highlight what makes your product unique, including any certifications that add value.

Current Traction: If your product has retail or online traction, share those numbers. If not, show promising indicators.

Market Insights: Prove you’re in a growing market with demand for your category.

Customer Profile: Be specific here—avoid broad labels like “Millennials.”

Competitive Edge: A simple comparison chart can show why your product stands out.

Social & Press Mentions: Highlight any media coverage or social traction you’ve gained.

Pricing & Product Specs: Include suggested retail prices, UPC codes, case sizes, dimensions, and other practical details.

Want a ready-made, editable template? Our online course, Jumpstart, has you covered with tools, insights, and templates specifically designed for pre-revenue brands and those in their early stages.

Step 4: Building Strong Retail Relationships

Once you’re on the shelf, the real work begins. Treat your retail partners as part of your brand family—educate their teams, give away some branded swag, and provide free samples. The better they understand and connect with your product, the more likely they’ll act as in-store champions.

Stay Visible: There’s no substitute for regular visits. Make sure your product is stocked, correctly priced, and well-placed. Your commitment will stand out.

Engage with Demos: In-store demos are some of the most impactful marketing activities you can do early on. Demos allow you to hone your pitch, engage with your audience directly, and keep the momentum going.

Remember, independent retailers are the testing ground where you can refine your strategy, build relationships, and start turning customers into loyal fans. It’s a foundational step in growing your brand that keeps you agile, customer-focused, and ready to take on bigger retail channels when the time is right.