Retail expansion looks glamorous from the outside. Behind the scenes, it’s a dif
By Will Haire · April 28, 2026 · Curated by George's Blog
Retail expansion looks glamorous from the outside.
Behind the scenes, it’s a different story.
Coming this Thursday on Selling on Giants, Neo Naturelle founders Marina Mushlovina and Nila Cook break down what it really takes to get on retail shelves—and stay there.
A few realities:
• Consignment can open doors, but it shifts risk back to you
• Large retailers bring exposure—and pressure on margins
• Getting in is one challenge. Supporting sell-through is another
Retail isn’t just distribution.
⤷ It’s ongoing execution.
The brands that win don’t just ship product—they show up in-store, refine messaging, and stay close to the customer.
If you're thinking about retail, this conversation is worth your time.