Benedikt Pestel

From D2C to the shelf: what really happens when online brands go omnichannel

Almost every successful German D2C brand ends up in retail. HOLY, KoRo, More Nutrition, ESN and foodspring all made the move. Retail can multiply a brand: HOLY went from 0 to 8-digit in retail revenue in about two years and is now the #5 brand in its category, growing +90% year on year against a category at +19%.

This session draws on real retail data and launches across food, supplements and drinks:

• When to move: the signals that a D2C brand is ready for retail, and the ones that say it is not (yet).
• Why sales per store matter more than store count.
• The planning mistake most D2C brands make
• What changes in pricing, margin, organisation and the relationship with your online customers once retail becomes a relevant channel

Attendees leave with:

• A readiness checklist for deciding whether, and when, to go into retail
• The three numbers to watch in the first 12 months, and the one most brands misread
• How to use limited editions and displays to win listings without becoming dependent on them