Mitch Gould’s Retail Playbook: How Brands Get Into Major U.S. Retailers

Known for helping international and emerging brands navigate the complexities of entering the U.S. market, Gould has spent more than three decades working across retail distribution, product positioning, logistics, marketing, and sales strategy. Throughout his career, Gould has worked with brands that have successfully entered major retail channels including Walmart, Target, Costco, GNC, CVS, Walgreens, 7-Eleven, Home Depot, Lowe’s, and Amazon.

Gould is also widely recognized for helping support the early growth of Amazon’s sports nutrition category during its formative years, contributing to the evolution of online nutrition retail as consumer purchasing habits rapidly shifted toward eCommerce.

“Getting a product into a major retailer is about far more than having a good idea or attractive packaging,” said Mitch Gould, Founder and CEO of Nutritional Products International. “Retailers want to know that you understand logistics, inventory management, pricing strategy, consumer demand, compliance, marketing support, and long-term brand positioning. Successful retail placement requires preparation, infrastructure, and execution.”

Over the years, Gould developed what became known as the Evolution of Distribution platform, a business model designed to help brands streamline entry into the United States while reducing many of the operational and strategic barriers that often prevent companies from scaling successfully.

The Evolution of Distribution model operates through several core pillars:

• Global Logistics & U.S. Market Entry: NPI manages international transportation, port coordination, customs handling, and warehouse intake, allowing brands to move products seamlessly from overseas manufacturing facilities into the U.S. distribution system.

• Product Readiness & Regulatory Alignment: Before products are introduced to buyers, NPI evaluates formulation, labeling, pricing, and marketing claims to ensure alignment with FDA, OTC, and retail standards, helping brands meet U.S. regulatory expectations.

• Market Positioning & Brand Strategy: NPI works with brands to refine category positioning, packaging, and messaging so products resonate with U.S. consumers and retail buyers.

• Retail & eCommerce Placement: Leveraging decades of relationships across the retail ecosystem, NPI introduces brands directly to buyers at major retailers, specialty chains, pharmacies, and leading e-commerce platforms including Amazon and direct-to-consumer channels.

• Post-Placement Marketing & Demand Generation: Once products reach store shelves or online marketplaces, NPI activates coordinated marketing initiatives through partner agencies to build consumer awareness, drive sales velocity, and support long-term brand growth.

According to Gould, one of the biggest misconceptions among brands is believing that retail success begins with pitching buyers. In reality, he says, most successful retail programs begin long before the first buyer meeting.

“Retailers are constantly evaluating risk,” Gould explained. “If a company is not operationally prepared, if the pricing structure is unrealistic, if the product positioning is unclear, or if there is no long-term marketing support, the opportunity often ends before it begins.”

Gould noted that while retail channels continue evolving, the core fundamentals of successful distribution remain largely unchanged: operational readiness, consumer demand, consistency, and the ability to support growth at scale.

As retail competition intensifies and more international brands seek entry into the U.S. market, Gould believes education and preparation are becoming increasingly important for long-term success.

“The United States remains the largest consumer market in the world,” Gould said. “But entering it successfully requires more than simply shipping products overseas. Companies need a complete strategy that connects logistics, retail readiness, distribution, and marketing into one coordinated system.”

About Nutritional Products International (NPI)

Nutritional Products International (NPI) is a U.S.-based retail consulting and distribution firm founded by retail distribution expert Mitch Gould. With more than three decades of experience, Gould has helped domestic and international brands successfully enter and expand within the U.S. market, representing high-profile brands and celebrities including Steven Seagal, Hulk Hogan, Ronnie Coleman, and Wayne Gretzky.

NPI works closely with manufacturers and major retailers to guide products from concept to shelf, providing strategic support across retail introductions, regulatory readiness, operations planning, and market visibility through its proprietary Evolution of Distribution® platform. The company is known for helping brands navigate the complexities of U.S. retail efficiently while building long-term, scalable growth.

About Mitch Gould

Mitch Gould is a third-generation retail distribution and manufacturing expert with more than 25 years of experience launching and scaling consumer products across dietary supplements, sports nutrition, skincare, hardware, and beverages. He has worked with iconic consumer brands such as Igloo, Rubbermaid, Sunbeam, and Miracle-Gro, as well as high-profile celebrity brands including Steven Seagal, Hulk Hogan, Chuck Liddell, 8× Mr. Olympia Ronnie Coleman, and martial arts pioneer Bob Wall.

Over the course of his career, Gould has played a key role in helping shape the growth of the U.S. sports nutrition category-supporting the expansion of performance-focused products across major retail and e-commerce platforms, including Amazon, Walmart, GNC, CVS, and Walgreens. His work has centered on bringing muscle-building, recovery, and performance-oriented products to a broader consumer audience.

Gould is known for his hands-on, execution-driven approach to building consumer brands at scale and for his deep understanding of what drives success in highly competitive categories such as sports nutrition and dietary supplements. He continues to focus on the evolving intersection of performance, wellness, and consumer demand for effective, results-driven products.