If you’re a product-based founder trying to break into retail stores or struggling to grow once you’re there this is the kind of real-world insight you need.
In this episode of Shelf Talks, Marisa Sergi, CEO and co-founder of multi-brand wine company L'uva Bella Wines, shares what it actually takes to build, pitch, and scale a product in retail.
No fluff. No theory. Just execution.
Let’s break down the biggest lessons every emerging brand should apply right now.
Link below to listen on Apple podcasts, You Tube, Spotify.
Follow on instagram for more tips on launching in retail https://www.instagram.com/shelftalkspodcast/
1. Social Media Won’t Get You Into Retail..This Will
One of the biggest mistakes early-stage founders make?
Thinking marketing alone will drive retail success.
Marisa learned this the hard way. She spent time trying to grow on social, only to realize that retail growth happens in real life not just online.
What actually worked:
- Getting on the phone with distributors
- Cold calling retailers
- Walking into stores and pitching face-to-face
Retail takeaway:
If you want to land accounts, you need to get in front of buyers physically or directly and sometimes that starts with walking in stores that you know your consumers shops.
2. Use Sales Data to Close More Retail Deals
Here’s where most founders miss the mark…
They pitch ideas instead of proof.
Once Marisa got into a few stores, she tracked performance and used that data to win more accounts.
Example:
- “This store sold 7 bottles in 3 weeks, how does that compare to your top sellers?”
That simple shift turns your pitch into a data-backed business case.
Retail takeaway:
Even small wins = powerful leverage.
Track everything and use it to tell a stronger story.
3. Your Product Must Fit the Shelf (Not Just Your Vision)
Getting into retail isn’t about what you want to sell.
It’s about what makes sense for the retailer’s customer.
Before pitching, Marisa would:
- Study the shelf
- Identify gaps in assortment
- Position her product as the solution
Retail takeaway:
Stop pitching your product.
Start pitching how your product improves their shelf.
4. Focus Wins: Why Cutting SKUs Can Grow Your Business
When Marisa and her husband acquired the family business, they made a bold move:
👉 They cut 80% of their SKUs.
Why?
Because too many products = no focus, operational chaos, and diluted growth.
What happened next:
- Stronger execution
- Clear priorities
- Better sell-through
Retail takeaway:
More products ≠ more success.
Focus on your top performers and scale what’s working.
5. Retail Success Comes After You Land the Account
Getting into stores is just the beginning.
To actually sell through, Marisa focused on:
- In-store tastings
- Founder-led storytelling on social
- Driving customers to specific locations
She even tested products by offering to run demos and prove demand.
Retail takeaway:
Retailers don’t just want products they want partners who drive traffic.
6. Follow-Up Is Where Most Brands Fail
Most founders give up too early.
Marisa followed up with some buyers for over 8 months before landing an opportunity.
But here’s the key:
- Every follow-up added value
- No “just checking in” emails
- Always a reason to re-engage
Retail takeaway:
Persistence wins but only if it’s thoughtful.
7. Confidence Is Built Through Action (Not Perfection)
Even with massive success, Marisa still experiences imposter syndrome.
The difference?
She moves forward anyway and reframes it with perspective:
She’s earned her place through hard work.
Retail takeaway:
You don’t need to feel ready to pitch buyers.
You need to show up and do it anyway.
8. Don’t Chase Trends, Build Strategic Innovation
When trends like non-alcoholic beverages and seltzers exploded, Marisa didn’t chase them.
Instead, she doubled down on:
- What her brand does well
- Strategic innovation (like cream-based wine cocktails)
- Differentiation in the market
Retail takeaway:
Not every trend is your opportunity.
Stay focused on what gives you a competitive edge.
Final Thoughts: What It Really Takes to Win in Retail
If there’s one theme throughout Marisa’s journey, it’s this:
Retail success comes from execution, not just ideas.
The founders who win are the ones who:
- Get in front of buyers
- Use data to sell
- Stay focused
- Follow up relentlessly
- And take full ownership of performance
Ready to Get Your Product on Shelves (and Selling)?
If you’re serious about landing retail accounts and driving real sales in-store…
🎧 Listen to the full episode of Shelf Talks for more behind-the-scenes strategies from founders who’ve done it.
And if you’re preparing to pitch buyers, start with this question:
“Does my product make sense for their shelf and can I prove it?”
That’s where everything changes.
Want the full conversation?
Listen to the complete episode of Shelf Talks with Julie Smolyanski, CEO of Lifeway Foods, on Spotify, Apple Podcast or You Tube for even deeper insight into building her brand in retail.
Spotify: https://open.spotify.com/episode/1qvJtg6SPpTkYKBxRYaeqm?si=87a49593524a4e7c
Apple Podcast: https://podcasts.apple.com/us/podcast/from-family-business-to-retail-powerhouse-how-marisa/id1773675543?i=1000756722045
You Tube: https://youtu.be/t9win1DLxTc
Shop L'uva Bella Wines: https://luvabella.com/
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