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Beauty from the Shelf


Apr 2, 2024

Welcome to another insightful episode of the Beauty from the Shelf podcast with your host, Monique Benoit. In this episode, we delve into the ever-evolving landscape of retail post-COVID, exploring how the dynamics have shifted for emerging brands venturing into the retail space. Our guest, John Peine, has a wealth of experience in the industry. He sheds light on the changes in shopping behavior and the newfound openness of consumers to try new brands.

John is currently the Head of Sales at Uncommon Retail, a retail agency that helps DTC brands expand and breakthrough at Target.

John draws from his experience as a merchant with 20+ years working at Target, and founder of Friska to share invaluable insights into the essentials for scaling at big retail. We explore the crucial factors for sustainable growth, from managing finances effectively to avoiding the pitfall of scaling too quickly. We dissect the myth of overnight success in retail, emphasizing the importance of strategic scaling and learning from case studies of successful brands.

Selecting the right retail launch partner is paramount for a brand's success. We delve into the criteria founders should prioritize when choosing retailers, emphasizing the retailer's willingness to highlight the brand and support its growth. With projections indicating that a significant portion of purchases will still occur in physical stores in the future, understanding retail launch strategies is imperative for aspiring beauty brands.

As we navigate the transition from direct-to-consumer (DTC) to a full-store roll-out, John discusses the essential factors for success.

This episode summarizes changes in retail, expectations for brands, and specific metrics on what you can look for to know you’re ready for big retail.

For more information about John’s company, Uncommon Retail, visit them here: https://www.uncommon-retail.com/

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John Peine

Monique Benoit

Thank you to The Emerson Group, the sponsor of the Beauty from the Shelf Podcast. The Emerson Group is a consumer products and equity organization that works with brands that sell into retailers across the USA, Mexico and Canada. Their services include logistics, marketing, consumer insights, brand design, consumer care, and more. For more information on our organization, visit emersongroup.com.