Behind the Shelves: What It Takes to Win Retail Listings

Breaking into retail can feel like a black box, unclear expectations, mixed advice, and little transparency around what buyers truly value.

In this practical and insight-led workshop, Anne-Sophie Martin-Kukah draws back the curtain on what really happens behind the shelves. Drawing on over a decade of insider experience across FMCG consumer goods for major brands, retail, and challenger brands and she shares the unspoken rules founders are rarely told before approaching retail.

Using real-world examples and clear frameworks, participants will:

• Learn how to position their consumer brand for Success, winning consumer's heart and grabbing buyer's attention
• Gain clarity on what retailers really look for beyond the product
• Understand how to build a meaningful and commercially viable offer, not just a great idea
• Learn how to reduce risk and avoid common pitfalls that cause brands to fail post-launch

Join us and leave with greater clarity on how to position their brand for success, prioritise the right commercial channels at the right time, and make informed decisions about growth; whether retail is immediate or part of a longer-term plan.

This event is delivered by Start Up Greenwich – a business support service designed to support aspiring entrepreneurs, start-ups and established businesses to build their entrepreneurial skills and confidence, as well as giving them access to business information and resources. We offer our members a variety of expert-led workshops, 1-2-1's with a business manager, access to business resources, opportunities to trade and test business ideas, co-working and office space, networking events and much more.

To sign up as member head here, or you can find us on LinkedIn and Instagram.

Anne-Sophie Martin-Kukah is a retail and consumer brand growth consultant with over 15 years’ experience working across global FMCG brands and retailer-facing programmes. She supports both established corporations and founder-led businesses in navigating the realities of building successful consumer brands; from strategic positioning and brand management to commercial retail readiness and long-term growth strategy.

Alongside consulting for major consumer brands and sitting on client boards, Anne-Sophie is the founder of Behind the Shelves, a programme designed to demystify retail and create more transparent, accessible pathways for ambitious founders. She is particularly passionate about supporting underrepresented and early-growth brands to succeed in retail by using insider FMCG knowledge that is often kept behind the scenes.

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