Hardware Podcasts

183: Getting a New Hardware Product into Retail Stores

Product Startup · 7 Jul 2023 · 21m

What this episode covers

Yohan Jacob, founder of RetailBound, explains how emerging hardware brands can leverage retail stores for legitimacy and volume, drawing on his 30 years of experience as a buyer for Sears and OfficeMax. He argues that retail is not dead but has evolved into an omni-channel model, offering physical touchpoints and impulse buy opportunities that online sales cannot replicate. Jacob advises startups to start small, perhaps via retail marketplaces like Walmart or Best Buy, to prove sales velocity and supply chain reliability before negotiating broader shelf space. He emphasizes that long-term profitability comes from scaling volume to negotiate lower manufacturing costs, rather than expecting high margins on initial small orders.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
RetailBound, Sears, OfficeMax, Best Buy, Target, Costco, Walmart, Amazon, Home Depot, Sony, Hasbro
Also
CES, Toy Fair, Kickstarter

Related episodes from other shows

Other shows on the same ground, closest first.

  • The Hardware Entrepreneur · 25m

    #020 - Executing lean and agile retail growth for your startup or SME, with Benjamin Ertl of Retailbound, USA

    Benjamin Ertl, Director of Business Development at Retailbound, explains how his company acts as an outsourced retail team for hardware startups, managing 'sell-through' and channel management to keep products on shelves. He details Retailbound's 'Managed Retail Marketing' service, which costs $800 a week plus commissions, helping international clients navigate complex retail environments without hiring full-time staff. Ertl advises startups to adopt a 'slow burn strategy,' focusing on online channels and specialty retailers first to build sales history before pursuing big-box stores like Best Buy or Walmart. He also discusses the importance of retail coaching for early-stage companies and the cultural adaptations required when working with global clients from regions like Russia, Hong Kong, and Germany.

    Retail, wholesale & distributionStarting a product company
    9 chapters

  • TRADEOFFS · 55m

    T-25-006 : Yohan Jacob - Consumer Electronics Buyer to Retail Channel Product Launcher

    Yohan Jacob, founder of Retail Bound, shares insights from his 32-year career as a consumer electronics buyer and consultant, helping brands launch into major retailers like Best Buy, Costco, and Target. He discusses the critical trade-offs in retail strategy, including managing cash flow with net-90 payment terms, avoiding the pitfalls of rushing products to market for CES, and the importance of post-purchase support to prevent high return rates. Jacob uses case studies of companies like Cujo, Upright, and Canary to illustrate how pricing, margin structures, and buyer relationships determine long-term success or failure in brick-and-mortar channels.

    Retail, wholesale & distributionPricing, margins & unit economics
    10 chapters

  • The Hardware Entrepreneur · 38m

    #047 - RERUN - How next-generation retail looks like, with Vibhu Norby of b8ta, USA

    Vibhu Norby, co-founder of b8ta, explains how his software-powered retail platform addresses the conflict of interest between hardware brands and traditional retailers. He details b8ta's four-step customer journey analytics—impressions, discovery, demo, and sales—and contrasts this with the slow, margin-heavy traditional retail model. Norby also discusses the validation process for b8ta, noting the mistake of failing to secure Letters of Intent, and shares lessons on planning for success to avoid operational bottlenecks during early scaling.

    Retail, wholesale & distributionValidation & product-market fit
    8 chapters

  • How I Built This · 50m

    Advice Line with Pete Maldonado of Chomps

    Pete Maldonado, co-founder and co-CEO of Chomps, advises three founders on scaling their physical product businesses. He counsels Jennifer Ballin of Badass Bagels on navigating the complexities of CPG retail, including slotting fees and trade spend, while advising Brandi Shelton of Just Add Honey Tea Company to leverage its premium story and target Whole Foods before big-box retailers. Finally, he encourages Jake Meyer of Annie Alaska to prioritize direct-to-consumer sales through relentless door-knocking and authentic storytelling to build a stable customer base for his wild salmon business.

    Retail, wholesale & distributionDirect-to-consumer & e-commerce
    5 chapters

  • The Startup CPG Podcast · 25m

    Opportunity Knocks: Get Direct Access to Top Retailers

    Daniel Scharff and Caitlin Bricker, a former retail buyer at Startup CPG, announce the launch of Opportunity Knocks, a new platform designed to give emerging CPG brands direct access to retailers like Raley's, The Fresh Market, Hungryroot, and Whole Foods UK without brokers. They explain that the platform will drop biweekly opportunities via the Startup CPG newsletter, allowing brands to submit applications during two-week windows. Bricker and Scharff provide critical advice for success, emphasizing the need for transparent ingredient lists, packaging visuals, and founder stories on brand websites, as well as crafting 'incrementality' stories that demonstrate growth potential to buyers.

    Retail, wholesale & distributionMarketing & brand
    5 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by Product Startup. The episode itself belongs to its publisher.