286. Why the Wrong Retail Partner Can Kill Your Brand

286. Chasing the wrong retailers quietly drains cash, focus, and momentum. In Day 14 of 30 Days to Profitable CPG Growth, I explain why not every retailer is right for your brand—and how misaligned distribution can tank your runway. You'll learn how to identify ideal retail partners based on shopper fit, contribution (not ego), and your ability to support execution. This episode shows how to build smarter distribution—online and in-store—so growth is profitable, strategic, and sustainable. Not every retailer is suitable for every brand. Brands should focus on partnering with retailers that align with their ideal customer's shopping habits and values, rather than chasing big-name banners. By prioritizing contribution over coverage and owning their distribution strategy, brands can build impactful and profitable relationships with retailers. Not all doors are good doors. Action step: define "ideal retailer" by shopper, category, execution support, and terms. Which retailer is your best fit right now? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 132 The Wrong "Expert" Jeopardizes Your Brand Success, Jeff Schmidgall with Bubba's Fine Foods 🎙️ 189 How To Get Your Brand Discovered By Retailers Easily, Sarah Davidson, Joseph Tarnowski, Brandon Leong with ECRM & RangeMe 🎙️ 175 Creative Strategies for Brands at Retail = incremental Opportunities, Brandon Leong with RangeMe Day 14 of the Free 30 Days to Profitable CPG Growth Tip of the day: Just like every customer is unique, so is every store. Use what you have learned to find and identify your dream shopper and focus all your efforts there You can get the episodes free guide and todays show notes at: RetailSolved.com/session286