How to Get Retail Ready: Tips from Shelf Talks Host Roberta Townes

At AJG Fashion Consulting, we often hear from founders asking the same big question after launch: How do I get my products into stores? So we brought in an expert to help break it down.

In our latest Fashion Founder Collective session, we sat down with Roberta Townes, host of the Shelf Talks podcast and Director of Health and Wellness at GNC, to talk retail strategy, pitching to buyers, and what “retail-ready” really means. With years of experience as a buyer, Roberta has seen firsthand what separates successful brands on the shelf from the ones that never make it past a pitch.

Whether you're dreaming of getting onto the shelves at Target or landing a local boutique, her advice is invaluable to brands of all sizes!

Know Your "Why" Before You Pitch

“Your story is a differentiator,” Roberta said. “Buyers want to understand why your product needs to be on shelf. But more importantly—they want to know how it’s going to be incremental to their space.”

Retailers aren’t just looking for a great product. They want a full strategy: how will you activate your audience and drive foot traffic into their store? “What’s the marketing plan that’s going to support your in-store presence?” she asked. “It needs to be specific to that retailer. It should feel intentional.”

Before you ever sit down with a buyer, Roberta encourages founders to focus on building traction.

“You want to make sure that you have customers who are going to want to come into these stores and buy,” she said. “That comes from social media, email lists, or just being present in your community.”

She pointed to brands like Arrae as a great example of retail readiness: “They built community first, they understood exactly who their consumer was, and they tailored their pitch accordingly.”

→ If you’re building your pitch, start with How Long Does Product Development Really Take for Apparel Brands—making sure you communicate your timelines accurately is key to building trust.

Start Small to Get Smart

Roberta strongly recommends starting with smaller boutiques before going big.

“Boutiques are where you learn,” she said. “You can connect with customers directly, get feedback, and troubleshoot your operations. If something breaks or doesn’t scan, you can fix it fast. That’s a lot harder when you’re in a thousand Targets.”

We’ve seen this at AJG too—starting small gives you the chance to learn how your product performs in a retail environment without the high stakes of a national rollout. Check out our recap on Scaling a Fashion Brand to understand how and when to make that leap.

Be Truly Retail Ready

When asked what “retail ready” really means, Roberta broke it down:

“You need shelf-ready packaging. Not just what works for DTC. You need UPC codes, maybe hangers, compliant tags—whatever that retailer requires,” she explained. “It’s not just the product, it’s the full experience.”

If you're thinking about wholesale, she added, build your pricing strategy around that from day one: “Retailers need margin. If your pricing doesn’t leave room for them to make money too, it won’t work.”

→ Learn more about How Much Does It Cost to Start a Fashion Brand in our blog.

Final Thoughts: Don’t Pitch Without a Plan

Retail is not just a sales channel, it’s a relationship. And just like any good partnership, it starts with preparation.

“Success comes from having a real retail strategy,” Roberta said. “Where is your consumer shopping? What are they paying? What does success look like for that store and how will you contribute to it?”

Whether you're pitching a boutique or a big-box retailer, Roberta’s advice is clear: do your homework, know your customer, and bring your full brand to the table.

Want More?

Follow Roberta on Instagram at @shelftalkspodcast or check out Shelf Talks on Apple, Spotify, or YouTube to hear more founder stories.

You can also revisit our past blogs on:

• How to Build a Smarter Marketing Strategy with Ivonna Young of The Lavender Agency

• Scaling a Fashion Brand: What to Expect (and What No One Tells You)

• How Long Does Product Development Really Take for Apparel Brands

And if you’re building toward retail, let’s talk. AJG can help you develop your product, prepare your pitch, and ensure you're truly shelf-ready.

Looking to Get Retail-Ready?

To learn more about AJG Fashion Consulting and how we have helped brands launch and grow, visit www.ajgfashionconsulting.com. Looking for more details on how we can help? Book some time with us for a free 30-minute consultation.