Taking a UK brand into US chain stores
A leading UK brand sold in the US only through small independent shops. Reshaping its lines for American shoppers won placement at two national chains.
The situation
A leading UK brand wanted to grow in the US, but it was sold only through small independent shops, with no national retail presence behind it. Its product lines were built for UK shoppers, and US buyers had no reason to make room for them.
The work
- Matched the lines to US shoppers. Used market data to compare each product line with what American shoppers actually buy.
- Cut what didn't fit. Reduced the number of products in each line, keeping the core categories US shoppers wanted.
- Sold with data, not just product. Built buyer presentations around category insights for national chains and distributors.
- Supported the launch. Trade shows, trade and consumer advertising, sponsorships and direct mail.
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