What Buyers Look for From Brands: Insights from Ex-Buyer Ami Rabheru
In the competitive world of retail, standing out isn't just about having a great product - it's about understanding what buyers are truly looking for. During our conversation, Ami Rabheru, founder of Retail Huddle and a seasoned retail buying expert with 20 years of experience at major retailers like M&S, Next, and Tesco, shared candid insights into the mind of a retail buyer.
The Power of Differentiation
"Buyers look for products that tap into current or emerging customer trends," Ami explained. She emphasized that it's not enough to simply have a good product. "We look for opportunities and brands that are better or different to what we've already got. That differentiation is key."
What Makes a Brand Stand Out?
Her advice for brands is clear: "If you're going to challenge an established brand, you've got to position yourself differently. You need to capture the attention of the buyer or the consumer in a way that's completely unique."
“If you're challenging an established brand, you've got to position yourself differently.”
This means developing products that solve specific customer pain points and creating a unique brand narrative that goes beyond mere product features. For instance, when working with brands targeting specific cultural markets, Ami notes how understanding and addressing underserved needs can create compelling opportunities that retailers can't develop quickly enough on their own.
Building Brand Credibility: More Than Just Numbers
Getting stocked isn't just about impressive sales figures. "Buyers don't want to shoulder the responsibility of growing your brand," Ami warns. Instead, they're looking for brands that have already demonstrated market potential.
Credibility manifests through multiple channels, from building an authentic social media presence to strategic collaborations and effective public relations. "Social proof is critical," Ami explains. "Buyers want to see that you can attract and retain customers, not just manufacture a product."
Social proof and having a loyal customer base are essentials for retailers considering stocking new brands.
“Buyers don't want to shoulder the responsibility of growing your brand”
The Art of the Perfect Pitch
A compelling narrative can make or break your retail opportunity, as Ami learned during her years as a lingerie buyer. One pitch that left a lasting impression came from model-turned-entrepreneur Caprice Bourret, who defied expectations by going far beyond her celebrity status. Rather than simply lending her name to the brand, Bourret impressed Ami with her deep involvement in every aspect of the business. "She really went out of her way to emphasize her personal involvement in the process," Ami recalls, describing how Bourret detailed her hands-on role in selecting fabrics and making key manufacturing decisions. "This hands-on approach really distinguished her," Ami notes, explaining how the authenticity of Bourret's commitment resonated long after the pitch ended.
The Founder Story
In our conversation, Ami emphasized the importance of an engaging brand story, but advised towards brevity: "Wrap up your story in a few sentences," - this approach demonstrates respect for buyers' limited time while creating an opportunity for deeper dialogue. "Leave room for curiosity, and have the rest of your story in your back pocket," she continues, describing how this technique transforms what could be a one-sided presentation into an interactive conversation.
The most successful brands, she notes, master this balance – delivering their core message efficiently while holding additional compelling details in reserve. This allows them to respond dynamically to a buyer's specific interests, whether that's manufacturing processes, sustainability initiatives, or market positioning. Ami compares it to creating a movie trailer that reveals enough to hook the audience while saving the most interesting details for those who want to learn more. This approach not only keeps buyers engaged but also demonstrates a brand's ability to adapt their message to different audiences – a crucial skill in retail relationships.
Packaging: Your Silent Salesperson
In the retail world, packaging is your first and sometimes only chance to communicate with potential customers. "If customers can't understand what your product is within three seconds, you've lost them," Ami warns.
"If customers can't understand what your product is within three seconds, you've lost them"
Effective packaging should balance immediate shelf visibility with space efficiency, while telling a compelling brand story and standing out from competitors without mimicking them.
Sustainability: A Key Factor in Buyer Decisions
Sustainability has become a crucial consideration for retail buyers when selecting brands to stock. "Sustainability is becoming law," Ami emphasizes. "It's about being a responsible business and helping retailers meet their ESG targets." This shift reflects the growing importance of environmental and social governance in retail strategy.
Brands need to demonstrate their commitment to sustainability through:
Transparent and responsible business practices
Clear alignment between sustainability initiatives and brand values
Measurable environmental and social impact
Strategic support for retailers' sustainability goals
The Direct-to-Consumer Foundation
"Build a direct-to-consumer brand approach first.”
Ami's ultimate advice distills years of retail expertise into one powerful strategy: "Build a direct-to-consumer brand approach first. Understand your end-user, show how you attract and retain customers, and make wholesale a strategic extension of what already works."
By focusing on building strong relationships with customers and demonstrating market potential, brands can position themselves as valuable partners for retailers looking to expand their offerings.
Ready to Make Your Brand Retail-Ready?
If you want to catch the attention of retail buyers, your brand needs more than just a great product - it needs a clear identity, a compelling story, and a strong presence. Our Signature branding process helps you identify and emphasise your unique selling point, craft a strong brand story and create a clear brand presence on social media; leaving you branding and packaging that stand out - both from competitors and on the shelf in stores.
If you're looking for branding that will impress retailers and position you for success, get in touch today.
Disclaimer: Insights based on an interview with Ami Rabheru, founder of Retail Huddle, drawing from her extensive experience in retail buying.