How do you choose which retailer is right for you?
Maria Hellyer
Co-founder, British Curry Company
“We wanted to get into the UK multiples but also ensure that we could control the growth of the brand in the way we wanted to. We had a choice between selling to a larger company in a limited number of stores with only a small range of our products, or to a smaller retailer that would stock all our lines throughout the country. We chose the smaller retailer because it gave us more opportunity to build our brand. As a small company, you also have to be in control of your brand. Our business is growing by 100% every year and the reason we went with Waitrose is because growth would be stable and we could manage it. If it gets too much you may not be able to cope. Don't grow too quickly because, if you want to establish yourself, you have to spend a lot of time just being in the market rather than trying to sell loads from day one.”
Steve Reynolds
Brewer at Springhead Brewery
“We were first trialled in Sainsbury's but we disappeared from the shelves when the buyer we dealt with moved on; now we are listed in Morrisons. Morrisons is a great retailer for us because it sells a large percentage of bottled beers. As a small supplier, you need to take a broad approach and try to get listings with as many people as possible. However, we are more picky about which pub chains we supply and in the future, as we grow, we may also be more selective about the types of stores that would be best to grow the brand. The most important thing you need to do is make sure that you approach any company with a finished product to sell, with the finished packaging etc. It is a more expensive approach because you have to spend money on getting it right, but you have a better chance of success with the retailers if you do it this way.”
Maria Hellyer
Co-founder, British Curry Company
“We wanted to get into the UK multiples but also ensure that we could control the growth of the brand in the way we wanted to. We had a choice between selling to a larger company in a limited number of stores with only a small range of our products, or to a smaller retailer that would stock all our lines throughout the country. We chose the smaller retailer because it gave us more opportunity to build our brand. As a small company, you also have to be in control of your brand. Our business is growing by 100% every year and the reason we went with Waitrose is because growth would be stable and we could manage it. If it gets too much you may not be able to cope. Don't grow too quickly because, if you want to establish yourself, you have to spend a lot of time just being in the market rather than trying to sell loads from day one.”
Steve Reynolds
Brewer at Springhead Brewery
“We were first trialled in Sainsbury's but we disappeared from the shelves when the buyer we dealt with moved on; now we are listed in Morrisons. Morrisons is a great retailer for us because it sells a large percentage of bottled beers. As a small supplier, you need to take a broad approach and try to get listings with as many people as possible. However, we are more picky about which pub chains we supply and in the future, as we grow, we may also be more selective about the types of stores that would be best to grow the brand. The most important thing you need to do is make sure that you approach any company with a finished product to sell, with the finished packaging etc. It is a more expensive approach because you have to spend money on getting it right, but you have a better chance of success with the retailers if you do it this way.”
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