Sales & Marketing

Published

“Forget Tesco. To boost turnover, woo the early-adopters”

1 Mins

“We sell a sophisticated drink,” says Briggs. “And we’ve found that in the UK retailers fall into two camps: those that want to give their customers the ‘latest’, best quality products (the likes of Harvey Nichols, Wholefoods Market, Waitrose); and those that just want to sell big, ‘safe’ best-selling brands.”

The latter category includes stores like Tesco, Sainsbury’s and Morrisons. These corporations demand that firms notch up a strong track record with their products, before they’re willing to stock them on their shelves.

“This naturally limits the growth potential of a start-up brand,” says Briggs. “You quickly hit a distribution ceiling.”

Instead of courting these reluctant giants, Briggs went “rogue”. He explored international markets as a fast-track route to brand saturation. “The great thing about exporting is that ‘early-adopter’ retailers exist right across the world,” he says. “You can build up distribution, without having to wait years for the likes of Tesco and Sainsbury’s to take a punt on you.”

Firefly Tonics currently boasts a £2m turnover off the back of this international strategy. “We reached a sustainable turnover sooner, without having to sell out to the discount-hungry retailers.”

Related articlesDrinking to their success27 ways…to torpedo your rivalsThe perks of international expansion

Share this story

James Murray Wells hires new business brain
”The UK is dead for small niche chains,” says Aftershock’s Hiro Harjani
Send this to a friend