Stop Selling Everything to Everyone

If you’re selling everything to everyone, you’re probably leaving money on the table.

One of the most common mistakes I see in growing consumer brands is trying to push the same products through every channel. Retail, online, wholesale — each one plays by different rules.

Brick & mortar retail wants new.

Buyers are looking for freshness. Seasonal products, bold shelf presence, something that turns heads. Give them a focused collection that makes their floors stand out.

Online wants margin.

Products that are lighter, more established, and built for conversion tend to win here. Especially when you’re paying for shipping, returns, and content production out of your own pocket. The long tail pays off.

I stepped into a business where online was treated exactly like retail. Every product was listed, every channel had access to everything, and the results were scattered. We started pulling back. We created launch windows, prioritized a smaller set of key products, and built content that supported those products really well. Some SKUs performed across the board, but others clearly belonged in specific channels, and we stopped pretending otherwise.

The shift was immediate.

- Sales grew

- Distribution costs dropped

- Retailers felt supported, not saturated

- And profitability actually improved

Being selective isn’t about limiting growth. It’s about guiding it in the right direction.

Stop being democratic with your product line. Your margin will thank you.

If you’re rethinking your product-channel strategy and want to talk it through, feel free to reach out. Always happy to share what’s worked, and what definitely hasn’t.