Selling into MULO Big Brand Stores: One Founder’s Story
Every inventor, entrepreneur, or manufacturer can’t get a big deal on Shark Tank. Scaling up via online selling can be exhausting and highly competitive, especially when an inventor/manufacturer is up against hundreds of similar brands. Many food and product entrepreneurs dream of having their products sold by MULO (multi-location) big brand stores.
We recently sat down with Nicole Pomije, Founder & CEO of The Cookie Cups. She ran her own PR agency for years (which she still operates), but had a passion for baking. She opened a small bakery in her home state of Minnesota, and then opened a larger location, from which she did larger-scale catering and parties. But then…the pandemic hit!
She quickly pivoted (the official pandemic expression) and started making baking kits for children. Now, that is her primary business. She just succeeded in selling into Kohl’s, just in time for the holiday season. Here’s her story.
First, what are the details of your big box deal?
Our Winter Wonderland Cookie Baking Kit will be in 500 Kohl’s locations for the holiday season.
How long did it take you to sell in?
“Securing the deal was a thoughtful and strategic process that spanned nearly a year. We presented the ideas to Kohl’s buyers who we connected with through a local sales rep firm that we actually found on LinkedIn. After a series of meetings and discussions to align on design, seasonality, and audience appeal, the deal took shape.”
What are some of the secrets to success?
Big brand stores like Kohl’s are looking for innovative products that appeal to their current demographic. We fit with their holiday collection for this year but are working on a way to stay in their stores with more year-round orders. My secret to success is just creating products that speak for themselves. If you have a good quality and appealing product, it will make your pitch 1000x easier.
We have also learned that retailers seek manufacturers who can help with marketing, specifically public relations (conventional and social media) and UGC. Putting a product on the shelf is just the first step; ensuring it flies off those shelves is ultimately what retailers care about!”
Why did you decide to shut down your brick-and-mortar business and use an online/retail model instead?
The changing economic landscape was a big factor. The pandemic dramatically reduced foot traffic at our retail spots, making it challenging to maintain in-store operations. However, during that same period, we saw a significant rise in demand for our e-commerce baking kits, signaling a shift in how customers wanted to engage with our products. We recognized that families were seeking the convenience of at-home experiences, and our baking kits fit perfectly into that trend. We saw a 70% drop in our brick-and-mortar sales, while our e-commerce sales were rising month over month, making up for the drop quicker than we would have to wait for a 4-year pandemic to an end.
This pivot wasn’t easy, but it was a strategic move to set up the business for long-term success.”
What’s next for you?
“We’re expanding our product line with two new offerings: “Mini” cooking kits for kids and an adult-oriented line of kits that cater to a broader range of home cooks. These new kits are designed with a smaller footprint and a lower retail cost, taking up less shelf space (which is important to retailers). A lower price point is appealing to both retailers and consumers.
Our Kohl’s experience has taught us that manufacturers must listen to and respond to retailer feedback. Digging in because you love your product as-is could ultimately cost you the sale.
By creating compact, affordable options, we’re opening the door to partnerships with retailers like Target, Walgreens, and other mainstream big brand stores, allowing us to reach even more households nationwide.”
Many retailers are now attending trade shows and conferences to “scout” for new products and are giving manufacturers detailed pitch guides.
MULO brands will become more valuable and build more traffic if they carry unique and special products. Small brands can find opportunities for exposure and distribution if they learn what locations are really looking for and flex to meet their requirements.
Above all, they need to be able to quickly produce more inventory if their products sell out quickly (which is every entrepreneur’s ultimate dream). If they can’t fulfill demand, they will lose the retailer’s trust in the long term. It can be as deadly as having your products sit on the shelves and then be part of a post-holiday deep discount sale!
