How to get into retail

Breaking into retail can feel like a black box: unclear expectations, mixed advice and little transparency around what buyers truly value.

In this practical session, Anne-Sophie Martin-Kukah draws back the curtain on what happens behind the shelves, sharing real-world insights from over a decade working with major FMCG brands and challenger founders.

Learn how retailers assess brands, where founders often lose traction and what "retail-ready" actually means in today's climate.

This session is designed to help founders of consumer goods move beyond guesswork, build credibility with buyers and make smarter decisions.

Topics covered in this session

• What "retail-ready" actually means and where you truly stand. Most founders are told to "get retail-ready" without ever being shown what that looks like in practice.

  You'll leave with a clear understanding of the commercial, operational and brand markers retailers use to assess businesses, and how to honestly evaluate your own readiness today.

• How buyers think, decide and "de-risk" their choice. Go beyond surface-level pitching advice and understand how retail buyers actually make decisions.

  What reassures them, what raises red flags and how do they assess risk when backing emerging brands?

• A practical framework to move forward – whether you're pre-pitch, pitching or post-pitch. Founders often don't know what to do next if retail feels "a bit too soon" or if interest hasn't converted into listings.

  You'll gain a clear framework to help you prioritise actions, strengthen gaps and progress strategically, instead of rushing or stalling.

About the speaker

Anne-Sophie is a retail and brand growth consultant with over 14 years' experience working across global FMCG, challenger brands and retail-facing programmes.

She's spent her career on the inside of the industry – working with major players and alongside retailers – and now helps ambitious founders use that insider knowledge as a strategic advantage when growing their brands in retail.

Anne-Sophie is the founder of Ascents Group, a specialist FMCG marketing consultancy that demystifies retail and creates more transparent, accessible paths for founders who want to compete and succeed in traditionally closed retail spaces.

She's particularly passionate about supporting underrepresented and fast-growth brands, using insider industry know-how that usually stays behind the scenes.

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