Mitch Gould: Retail Placement Is Just the Beginning for Brand Success

Securing placement at major retailers such as Costco, Walmart, CVS and Walgreens is a milestone for any health, wellness, beauty or consumer product brand. But according to Mitch Gould, Founder and CEO of Nutritional Products International (NPI), earning a purchase order is only the beginning of building a successful retail business.

"Getting onto the shelf is an important achievement," Gould said. "Getting products off the shelf is what builds brands. Distribution opens the door, but marketing creates the consumer demand that keeps products moving."

A third-generation retail distribution professional, Gould has spent more than four decades helping domestic and international brands enter the U.S. marketplace. During his career, he has secured millions of dollars in purchase orders from some of America's largest retailers, including Costco, Walmart, CVS and Walgreens. Those firsthand experiences helped shape NPI's Evolution of Distribution® platform and the company's approach to helping brands achieve long-term retail success.

According to Gould, many companies devote tremendous effort to securing retail placement but fail to prepare for what comes next. "Retail buyers evaluate hundreds of products every year," Gould said. "The brands that stand out are the ones that arrive with compliant packaging, dependable logistics, competitive pricing and a comprehensive marketing strategy already in place. Retailers want confidence that a brand will continue supporting the product after it reaches the shelf."

That support begins long before consumers walk into a store. Gould said successful retail launches combine distribution with external national media campaigns, public relations, digital marketing, influencer outreach and educational content that help generate consumer awareness and purchase intent. Equally important, he said, are retailer-focused initiatives such as co-op advertising programs and promotional campaigns that reinforce demand inside the store and help improve sell-through.

"The retailer has invested valuable shelf space in your product," Gould said. "Brands should invest just as heavily in supporting that retailer. An external national media program combined with an internal co-op advertising program can make the difference between simply earning distribution and building lasting retail success."

NPI's Evolution of Distribution® platform was developed around this philosophy. The company provides domestic and international health, wellness, beauty and consumer product brands with a turnkey solution for entering the U.S. retail market, including retail strategy, regulatory guidance, sales management, logistics, warehousing and marketing support through its sister company, InHealth Media. Whether a brand's goal is placement at Costco, Walmart, CVS, Walgreens or another leading U.S. retailer, Gould said preparation and post-placement support are equally important.

"Landing the account is only the first step," Gould said. "The brands that continue investing in consumer awareness, retailer support and demand generation are the ones that build lasting retail partnerships and long-term growth."