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retailers please STOP killing brands - no wonder we're never going to find the next innocent

Author

Dan Pope
May 10, 2024

Would you throw a toddler in a swimming pool deep end without armbands?

Of course not, they’re going to drown.

Guess how many Waitrose stores innocent had for their first retail listing?

No wonder we’re never going to find the next innocent.

10
Yes.
10
10 fucking Waitrose stores.

innocent’s strategy: build in all the high end delis and cafes and gyms in London, first.

Then, veryyyyyyyy, veryyyyyyyyy slowly build in retail

Something that really really really fucks me off is watching founders dreams completely shattered.

Because retailers put brands in WAY too much distribution, WAY too early

Would you throw a toddler in a swimming pool deep end without armbands?

Of course not, they’re going to drown.

Challenger brands are like toddlers

they need armbands
they need to dip their toes in
start in the shallow end
learn to swim slowly

Too much distribution, WAY too early = throw a toddler in a swimming pool deep end without armbands?

Retailers are following flash-in-the-pan trends, placing their bets

150 brands in 300 stores with 6 months to build ROS and prove themselves.

Leave the ones that sink.
Keep the ones that (barely) swim.

Whacking 150 small brands in 300 stores - What the actual fuck?!

6 months to build ROS is TOTALLY CRAZY.

It’s gunna take founders 10 months alone to check availability on their Lime Bikes.

The Roulette-Wheel and “Placing bets” listing process NEEDS to change.

  1. Founders dreams are shattered

  2. Buyers are getting incredibly stressed and under pressure to find “the next big thing”

  3. We’re never going to find the next innocent or Tony’s or Vita Coco

The Roulette-Wheel and “Placing bets mentality” is a triple loss

  1. Retailer loss = wasted time and energy and money and resources “building” brands they’re gunna boot out in 6 months

  2. Brand loss = founders dreams are shattered, no opportunity to ACTUALLY prove themselves due to too much distribution

  3. Consumer loss = consumers never get the opportunity to try these amazing new brands, as they’re out the door in 6 months.

Why not change from a “placing bets” to “actually building brands” mentality

Go back to the innocent way

Maybe, 150 brands, 20 stores, 12-18 months to build rate of sale.

Do less, better.

How can we find the next innocent if we’re throwing toddlers in the deep end without armbands?

Wanna navigate retail minefield - check out pod with Giles Brook - please subscribe too. Me love you long time.

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