Retail Distribution & Buyers

The pillar

Start here if you're new to the topic.

Pillar guide · 10 min · Updated Aug 2026

U.S. retail distribution

Three routes to shelf, the channel map, who actually decides, the full margin stack including trade spend and deductions, how to get the meeting, and what happens after the first purchase order.

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Supporting guides

Deeper on each stage.

Supporting guide
Understanding U.S. retail buyers

What a category buyer is measured on, how they evaluate a new brand, and why most first meetings fail.
In production
Supporting guide
Preparing for a buyer meeting

What to bring, what they will ask, and what disqualifies a brand in the first five minutes.
In production
Supporting guide
ECRM preparation

How structured buyer programmes work and how to use the sessions properly.
In production
Supporting guide
Working with distributors and brokers

What each actually does, how they are paid, and why a listing is not a sale.
In production

Questions

Frequently asked.

Is a distributor agreement the same as distribution?: No. A distributor takes title and supplies retailers who order from their catalogue. Something still has to create demand at buyer level.
Which channel should an entering brand target first?: The one where the product's story is strongest and the service bar is survivable. For most wellness brands that is natural, specialty or e-commerce rather than mass.
What does trade spend actually cover?: Promotional allowances, off-invoice discounts, new-item fees where they apply, and the programmes a retailer runs. It is negotiated after the listing decision.

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