From DIY Frustration to Retail Disruption: How Billie Asmus Created The Repaint Tray by Solving One Small Problem

Send us Fan MailHow do you turn a simple DIY frustration into a retail-ready product that lands on major store shelves?In this episode of Shelf Talks, host Roberta Townes sits down with Billie Asmus, creator and founder of The Repaint Tray, to break down how a personal problem while flipping furniture turned into a disruptive product now sold in Lowe’s, Home Depot, and Ace Hardware.Billie shares the real behind-the-scenes journey of building a physical product from scratch from a $50 DIY prototype to pitching retail buyers without sales data, navigating inventory challenges, educating consumers in a traditional category, and advocating for proper in-store execution.This episode is a must-listen for product-based founders, emerging brands, and entrepreneurs looking to get their products retail ready and onto store shelves.You’ll learn:How to identify retail-worthy problems hiding in everyday frustrationsWhat retail buyers look for when a product creates a new shelf spaceHow social proof can replace sales data in early buyer pitchesThe realities of launching in big box retail (and what happens when execution goes wrong)How to educate consumers and store associates on an innovative productWhat it really takes to scale inventory, funding, and operations as a solo founderWhether you’re preparing to pitch retailers, navigating your first retail launch, or building confidence as a founder, this conversation offers practical retail strategy, honest lessons, and inspiration from someone who’s done it fast and done it right.The Repaint Tray Website: LinkThe Repaint Tray Instagram: Link Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book