Difficult decisions: What every founder should know before entering mass retail
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Written by Jamika Martin
on Jan 7, 2026
Getting into mass retail is exciting. It feels like the big leagues because, for a lot of us, it signals market validation for the first time. But I’ve learned is that getting in is the easy part. Staying on-shelf and keeping healthy margins without draining all your cash? That’s where it gets tricky.
When we first launched into mass retail, I was so focused on getting the distribution and doors – so much so that I wasn’t as focused on what it would take to succeed once we were there, and how costly that could become. That’s the case for the majority of founders, too. So, if you’re preparing to pitch retailers – or if you just got your first business award – here are some things to keep in mind.
Think shelf first, not just brand
Most people seeing your product in retail won’t know who you are. They’re making a decision in seconds, based entirely on what they see on shelf.
I wish I had spent more time looking at our packaging through a stranger’s eyes: Does it pop? Is it clear what problem it solves? Are the benefits immediately obvious?
Lean into colors, contrast and key talking points that get people to pick it up. You’re not just building for brand loyalists – you’re competing for new customers in a crowded market. The unknowing eye should have been able to see your product and clearly know what it was and who it’s for. For example, the words “ROSEN” and “Super Smoothie Cleanser” from my brand didn’t mean anything to someone who wasn’t already familiar with us, and so I used that to help inform brand and product updates.
Know your margins all the way through
When it comes to margins, it’s not just the difference of manufacturer’s suggested retail price (MSRP) and wholesale price. You have to account for landed cost, retailer fees, trade spend and the marketing dollars you’ll spend to move units off shelves. (It’s a lot, I know!)
If you’re not careful, you can end up moving a lot of product while making very little money. Take the time to model your all-in margins before you agree to any big orders. Understand every single dollar that goes into getting that product to the retailer. If the numbers don’t hold up, it’s better to say no now than to scale something that drains cash.
Digital marketing still drives retail
I thought I needed a totally new marketing strategy for retail. But the truth? The same channels that work for direct-to-consumer sales can drive awareness for retail.
Your online community is often the same group that’s going into stores to find you. So with that in mind, instead of trying to reinvent the wheel, I wish I would have doubled down on what was already working for us. Content and email marketing, influencer campaigns …all components that together, create a strong digital presence that help fuel in-store says much more effectively than starting from scratch with “retail-specific” campaigns.
Keep manufacturing lean + nimble
One big win or a strong promo can make you feel like you’ve hit your stride. But the first time you have to make cuts to a product order? Absolutely terrifying. All told, it’s a tight rope to walk with inventory, especially when the spikes can be so big and wildly unpredictable.
However, the tighter you keep your inventory, the healthier your cash flow will be. You need to maintain a strong supply chain to keep your retailers happy. But, if you are sitting on too much inventory, your cash will be tied up and it will begin to impact your long-term success on shelf.
Remember, retail is expensive, and you need to be able to react quickly. When you tie up all of your cash in inventory, it can put you in a catch-22 where you can’t spend on marketing to actually move that inventory. Looking back on my experience, I wish we would have stayed leaner with inventory and ran the risk of selling out early on, just to ensure we were putting as much money as we could into marketing the product.
Learn retailer promotions + ordering patterns
Every retailer has its own rhythm. Some big purchase orders aren’t true growth, they’re just promotional moments or inventory catch‑up orders.
I wish I had understood this sooner. We forecasted as if every spike was the new normal, when in reality, business can – and does— settle back down after promos. Learn how your specific retailer orders, what their promotional cadence is, and how much to expect in a “normal” month. Build your forecasts around that number, not the highest one you’ve ever hit.
Mass retail can transform your brand, but only if you go into it prepared. Nail your shelf presence, know your numbers, and don’t let the excitement of being on shelves push you into decisions that aren’t sustainable. The “yes” is just the beginning, because the real work is keeping your product moving once you’re there.
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Post topic(s): Branding basicsBusiness advicePackaging details
