How to Get Your Product Into Retail Stores (and Actually Sell Through): Lessons from Marisa Sergi of L'uva Bella Wines

Wondering how to get your product into retail stores and actually sell once you're there? You're not alone. Many product founders focus on getting their products onto store shelves, but the real challenge is driving consistent sell-through after landing the account. In this episode of Shelf Talks, Marisa Sergi, CEO and co-founder of L'uva Bella Wines, shares the strategies that helped her build, pitch, and grow a successful retail brand. From cold calling retailers to using sales data to expand distribution, Marisa's journey offers practical lessons every emerging brand can apply. If you're preparing to pitch retailers or looking for ways to grow your existing retail business, these insights can help you build a stronger retail strategy.

You can watch or listen to the full episode on YouTube, Spotify, or Apple Podcasts using the links at the end of this article.

In This Article

• Why social media alone won't get you into retail
• How sales data helps you win more retail accounts
• Why your product must fit the retailer's shelf
• How focusing on fewer SKUs can accelerate growth
• What it takes to drive retail sell-through
• Why consistent follow-up matters
• Building confidence as a founder
• Innovating without chasing every trend

1. How to Get Your Product Into Retail Stores Beyond Social Media

One of the biggest mistakes early-stage founders make is believing social media alone will open retail doors. While building an online community is important, Marisa discovered that retail growth happens by building relationships with distributors and buyers.

What actually worked for her:

• Calling distributors
• Cold calling retailers
• Walking into stores and introducing her products in person

Retail Takeaway: If you want to get your product into retail stores, don't rely solely on digital marketing. Get in front of buyers, introduce yourself, and build relationships. Sometimes that starts by walking into the very stores where your ideal customer already shops.

2. Use Retail Sales Data to Win More Retail Buyers

Many founders pitch ideas. Successful founders pitch proof. Once L'uva Bella Wines secured placement in several retail locations, Marisa carefully tracked performance and used those results to open additional accounts. Instead of saying, "Customers love our product," she could point to real sales performance.

For example:

"This store sold seven bottles in three weeks. Here's how that compares to similar products already on your shelves."

That transforms a conversation from a hopeful pitch into a business opportunity backed by data.

Retail Takeaway: Every sale tells a story. Even small retail wins become powerful tools when you're trying to expand distribution.

Related Reading: Want to know which numbers retailers care about most? Read 5 Retail Metrics Every Founder Should Track to learn the KPIs buyers expect brands to understand.

3. Position Your Product as the Solution for the Shelf

Getting into retail isn't about convincing a buyer that your product is great. It's about showing how your product improves their assortment. Before every pitch, Marisa studied the shelf. She looked for gaps in the assortment, consumer trends, and opportunities competitors were missing. Then she positioned her products as the solution.

Retail Takeaway: Don't just pitch your product. Show buyers why your product deserves space on their shelf and how it serves their customers better than existing options.

4. Why Fewer SKUs Can Lead to More Growth

When Marisa and her husband acquired the family business, they made a decision many founders would find difficult. They eliminated nearly 80 percent of their SKUs. Instead of trying to be everything to everyone, they focused on their strongest products. The results included better execution, simpler operations, stronger retail performance, and improved sell-through.

Retail Takeaway: More products don't automatically create more sales. Focus on the products that consistently perform well before expanding your assortment.

5. Retail Success Starts After You Land the Account

Getting onto the shelf is an incredible milestone. Keeping your product there is where the real work begins. Marisa invested heavily in driving consumer demand by hosting in-store tastings, sharing founder stories on social media, encouraging customers to shop specific retail locations, and running product demonstrations to prove demand.

Retail Takeaway: Retail buyers aren't just looking for products. They're looking for partners who help drive traffic, generate excitement, and increase sales.

Related Reading: Learn more in 5 Retail Growth Strategies Every Product Founder Should Use to Increase In-Store Sales.

6. Thoughtful Follow-Up Wins Retail Business

Many founders stop following up after one or two emails. Marisa didn't. Some buyer relationships took more than eight months to develop. The difference was that every follow-up provided value. She didn't send "just checking in" emails. Instead, she shared updates, new information, or reasons to continue the conversation.

Retail Takeaway: Persistence matters. Consistent, valuable follow-up often separates the brands that earn retail placement from those that don't.

Related Reading: Before your next buyer meeting, read You Met the Buyer. Now What? The Follow-Up Strategy That Gets Results.

7. Confidence Comes from Taking Action

Like many entrepreneurs, Marisa has experienced imposter syndrome. The difference is that she doesn't let it stop her. She continues moving forward because she knows she's earned her place through preparation, hard work, and experience.

Retail Takeaway: You don't have to feel completely ready before pitching buyers. Confidence grows every time you take action.

8. Build Strategic Innovation Instead of Chasing Every Trend

When non-alcoholic beverages and hard seltzers gained popularity, Marisa didn't immediately follow the trend. Instead, she focused on what made L'uva Bella Wines unique. By staying committed to strategic innovation, including cream-based wine cocktails and differentiated offerings, the company continued building a distinctive position in the marketplace.

Retail Takeaway: Not every trend deserves your attention. Focus on innovation that strengthens your brand rather than distracting from it.

Key Lessons Every Product Founder Can Apply

Throughout this conversation, one message stands out:

"Retail success comes from execution, not just ideas."

The founders who succeed are the ones who build relationships with buyers, understand their retail customer, use sales data to tell a compelling story, stay focused on what works, follow up consistently, and support retailers after landing shelf space. If you're wondering how to get your product into retail stores, remember that getting the "yes" is only the beginning. Long-term success comes from proving your product belongs on the shelf and continuing to help it sell once it's there.

Frequently Asked Questions

How do I get my product into retail stores?

Start by understanding the retailer's customer, researching the category, building relationships with buyers, and presenting a data-driven retail pitch. Once you earn placement, focus on driving sell-through to strengthen your relationship with the retailer.

What is retail sell-through?

Sell-through measures how quickly products sell after reaching store shelves. Strong sell-through is one of the most important metrics retailers use when deciding whether to continue carrying a product.

How long does it take to get into retail stores?

Every journey is different. Some founders secure retail accounts within a few months, while others spend much longer building relationships, refining their pitch, and proving market demand. Persistence and consistent follow-up often make the difference.

Ready to Learn More?

If you're serious about getting your product into retail stores and building a brand that succeeds once it's there, this conversation with Marisa Sergi is full of practical advice you can put into action. Listen to the full Shelf Talks episode to hear the complete conversation and learn more about the strategies behind L'uva Bella Wines' retail success.

Spotify: Listen Here

Apple Podcast: Listen Here

You Tube: Watch Here

Shop L'uva Bella Wines: https://luvabella.com/