How your small London business can break into big retail
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Posted: Thu 27th Mar 2025
For many of London's small businesses, landing a spot on a major retailer's shelves is a dream milestone – and with good reason.
The exposure, credibility and potential sales can catapult a business from local hero to household name.
But how do you go from Borough Market or Etsy to Tesco, Selfridges or even Amazon's curated brand sections?
Whether you're selling food and drink, fashion, beauty, tech or homewares, the journey into big retail isn't a straight line – but with the right strategy, it's absolutely within reach.
Here's a short guide, packed with tips, to help you crack the code and get your products into the UK's most recognised retail outlets.
1. Know your retail: who should you target?
London has a rich and diverse range of retail channels. The first step is understanding where your product fits – and where it doesn't. Here are some key players to think about:
Grocery and FMCG (fast-moving consumer goods)
Tesco, Sainsbury's, Asda, Morrisons: the "Big Four" have national scale and pretty complex procurement processes. Start small, with local branches, regional buyer programmes or trial runs with convenience sub-brands (like Tesco Express, for example).
Waitrose: premium positioning, ideal for high-quality artisanal or organic products. Its Small & Regional Suppliers scheme is a good entry point.
Co-op: more regional and community-focused, it often supports small producers, especially for ethical or locally sourced goods.
Department stores and lifestyle retail
Selfridges, John Lewis, Liberty, Harvey Nichols: these stores look for innovation and premium positioning. Sustainability, design and provenance often carry weight.
Fenwick and Fortnum & Mason: focused on luxury, heritage and craft – ideal for gourmet food, beauty and artisanal products.
High street fashion and beauty
Boots and Superdrug: accessible for health, beauty and wellness products. They often trial indie brands online before putting them on shop shelves.
Next, M&S, River Island: fashion and lifestyle retailers that occasionally partner with smaller brands for capsule collections or seasonal buys.
Online marketplaces
Amazon (Seller Central): offers huge reach, but it's easy to get lost in the noise. Consider enrolling in Amazon Launchpad for start-ups.
Not On The High Street, Wolf & Badger, Trouva: curated platforms with a loyal customer base for niche, design-led products.
2. Do your homework: understand what buyers want
Retail buyers are under pressure. They're juggling profit margins, shelf space and consumer trends, among many other things. It's your job to make their decision easy.
Tip: think like a buyer
Ask yourself:
How does my product stand out on a shelf or an online page?
Is there a strong commercial case – not just a great product?
Do I have solid data to support my value proposition (price point, margin, shelf life, customer reviews etc.)?
Adopt a "category-first" mindset. In other words, don't just pitch your product, pitch how it fills a gap in the retailer's current range.
3. Build a retail-ready pitch
A great product is really just the beginning. You need a pitch deck and presentation that commands attention and shows that you're retail-ready. Here are the main things to include:
Your product's USP (unique selling proposition).
A profile of your target customer.
Packaging mock-ups or visuals of how it would look on a shelf.
Sales data or details of any early traction you've had.
Your pricing structure (including wholesale, RRP and margin).
Marketing and promotional support.
Social proof: awards, PR mentions, influencers, certifications and so on.
Tip: packaging is your silent salesperson
Retail buyers care deeply about packaging – it needs to stand out, stay within the law and communicate instantly.
If your current packaging only works for direct-to-consumer, consider redesigning it for shop shelves.
VIDEO: How to structure your sales conversations naturally
Business coach Jackie Jarvis reveals how to boost your sales and win clients:
4. Get distribution and logistics right
Retailers expect their suppliers to run things smoothly and without issue. Before you start pitching to them, make sure you can meet their minimum order quantities (MOQs) and that your lead times are realistic.
You also need reliable production and packaging suppliers, as well as good, efficient processes for handling returns, restocks and surges in demand.
Tip: work with a wholesale distributor
Many small brands use wholesale distributors (such as Cotswold Fayre, Diverse Fine Foods, Faire UK and Ankorstore) to build credibility and make logistics much simpler.
Some buyers prefer to work with trusted distributors when bringing new suppliers on board.
5. Nail your pricing strategy
Price your products too high and you risk pricing yourself out. Price too low and you look cheap – or kill your margin. Here's a good rule of thumb:
Wholesale price = 50% of the recommended retail price (RRP) (or more).
Build in budget for promotional support (such as in-store sampling, discounts and marketing).
Factor in VAT, shelf fees (sometimes) and returns.
Tip: think beyond shelf price
More and more retailers are looking for support, not just a product. That means you might need to invest in point-of-sale materials, influencer campaigns or even joint marketing.
6. Take advantage of trade shows and buying events
Many retail buyers attend trade shows as a way to scout new suppliers. These events can be your best opportunity to get face time.
Top UK events include:
Top Drawer London (design-led lifestyle).
Spring Fair and Autumn Fair (home and gifts)
Speciality & Fine Food Fair (FMCG & gourmet)
Professional Beauty London (beauty)
Food Matters Live (FMCG, sustainability)
Tip: don't just exhibit – network
If you go to the effort of visiting a trade show, make the most of it! Attend talks, meet category buyers and follow up fast. Even a casual five-minute chat can turn into a buyer meeting if you come across professionally and prepared.
7. Build relationships – not just transactions
It's not just about the pitch – it's about trust. Retail buyers want long-term partners, not one-hit wonders.
The way to make an impact is to be responsive, clear and professional. Be honest about what you can't do yet, rather than stretch the truth.
After you've pitched to a buyer, keep the lines of communication open and stay top of the person's mind by providing updates on new launches, features in the press and so on.
8. Start small, scale smart
Trying to go national from day one is a common pitfall. Instead:
Target regional branches or independent stockists first.
Pilot with one retailer's smaller format store.
Explore pop-ups or in-store events (especially in lifestyle and beauty retail).
Final thoughts
Think like a brand, not just a product. Big retail is about scale, systems and consistency – but that doesn't mean you need to lose your soul.
If you've built something authentic, buyers and consumers will feel it.
Start small, build your credibility and refine your offer. And when you get that first big "yes", be ready to deliver.
Support to help you
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