What It Really Takes to Get Your Product on Store Shelves

 

Getting your product onto retail shelves isn’t about luck; it’s about alignment. The right product, at the right time, with the right story and the right partner.

As founders ourselves, we’ve walked this road many times. Whether you’re just starting out or leveling up, this guide is for you.

Let’s break down what it actually takes to get your product on a shelf — and keep it there.

1. Start With the Shelf in Mind

Before you hit “print” on that first label run, pause and ask: where do I want this to live?

Think about the shelf. The store. The competition. Does your packaging stand out and make sense next to others in your category? Are your price points aligned with similar products? Are you thinking like a shopper, not just a maker?

Planning for retail early helps avoid costly pivots later. It also shows buyers you’re serious.

2. Build a Brand, Not Just a Product

Retailers don’t just buy products — they buy into brands. They’re looking for mission, story, staying power.

You don’t need a full brand book, but you do need a clear identity. What’s your “why”? Who do you serve? What makes your product different — and better — than what’s already on the shelf?

Your story matters. Your vision matters. That’s what builds trust (and buzz!).

3. Nail the Fundamentals

The unglamorous stuff? It matters more than you think.

Make sure you’re retail-ready with:

  • UPCs and nutrition panels

  • Product liability insurance

  • Clear ingredient lists and compliant labels

  • Packaging that can stack, ship, and survive

  • Consistent pricing across your channels

Pro tip: if you're not handling fulfillment in-house, having a distributor with hands-on support (hi 👋) can make this ten times smoother.

4. Build Relationships, Not Just a Pitch

You don’t need a slick sales deck. You need connection.

Retailers are people. Buyers are people. That means relationship-building goes a long way. Sampling, demos, showing up at events… it all adds up.

Don’t be afraid to start local. Visit the shop. Follow them online. Buy something. Introduce yourself. When the time comes, you won’t be pitching cold — you’ll be continuing a conversation.

5. Think Beyond the Shelf

Getting on the shelf is step one. Getting off the shelf — into carts, into homes — that’s the real game.

Retailers want to know you’ll show up. Can you support with marketing? Can you co-promote on social media? Are you available for restocks, feedback, and community events?

When you treat a placement like a partnership, everyone wins.

Ready for the Shelf (and Beyond)?

At Founders Market, we don’t just move products. We support people. From warehouse to shelf, fulfillment to strategy, we help emerging brands land where they belong: in the hands of customers who get your product and come back for more.

Got a product you believe in? Let’s talk.

Reach out to our team to get started.

 
Kirsten Thieman