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TEST your existing market proposition with REAL RETAIL decision-makers.

A strong positioning may look convincing on paper.

The next question is:

Will relevant retailers see the same potential?

We take your existing positioning and commercial proposition and test it with the retail accounts most relevant to the brand’s category, price segment and market position.

How It Works

You provide the existing positioning and commercial proposition.

We identify the most relevant retailers, prepare a retailer-ready presentation, conduct targeted outreach and collect the available market response.

Existing Proposition → 1 Relevant Retailers → 2 Retailer-Ready Presentation → 3 Targeted Outreach → 4 Market Feedback

The objective is to obtain real commercial signals before larger investments are made in the German and Austrian markets.

What the Manufacturer Provides

The manufacturer enters this stage with an existing commercial proposition, including:

  • brand positioning;
  • USP;
  • target consumer;
  • selected products;
  • key claims;
  • recommended retail pricing;
  • available commercial terms;
  • existing brand and product materials.

The positioning may have been developed:

This is not another strategy project. At this stage, we do not redevelop positioning, USP, pricing architecture or hero-SKU strategy.

We work with the proposition provided by the manufacturer.

1. Retail Target Selection

Not every brand belongs in every retail chain.

We identify the retail accounts that are most relevant to the brand based on:

  • positioning;
  • product category;
  • target consumer;
  • price segment;
  • proposed retail model.

Depending on the brand, these may include:

  • premium beauty retailers;
  • drugstore chains;
  • department stores;
  • pharmacy retail;
  • major beauty e-commerce;
  • omnichannel retailers.

We focus on the accounts that can provide the most meaningful market signal for the specific brand.

The project includes validation with up to 5 selected retail accounts.

The final number depends on how many retail accounts are genuinely relevant to the brand.

2. Retail Buyer Presentation

We package the existing strategy into a clear, retailer-ready commercial proposition that fits the way buyers evaluate new brands.

The presentation may include:

  • brand concept;
  • target consumer;
  • positioning and USP;
  • selected products;
  • key claims and advantages;
  • recommended RRP;
  • proposed retail positioning;
  • key commercial terms;
  • reasons why the brand may be relevant for the retailer.

3. Targeted Retail Outreach

Once the target accounts are selected, we organize the outreach.

We:

  • adapt the core proposition to the relevant retail context where necessary;
  • prepare personalized communication;
  • present the brand and selected products;
  • provide the retailer-facing presentation;
  • conduct structured follow-up;
  • collect the available response.

We identify the right retailers, prepare the proposition, conduct targeted outreach and collect the market response.

The manufacturer does not need to organize the outreach process independently.

4. Market Feedback

The purpose is not simply to count responses.

We want to understand how relevant retailers react to the commercial proposition.

We collect all available signals, which may include:

  • expression of interest;
  • request for additional information;
  • request for samples;
  • request for a meeting;
  • questions regarding pricing or margins;
  • assortment feedback;
  • positioning feedback;
  • commercial requirements;
  • launch conditions;
  • timing considerations;
  • rejection reasons, where provided;
  • non-response after follow-up.

What We Validate

The project helps answer questions such as:

  • Does the proposition generate real retail interest?
  • Is the positioning clear and differentiated?
  • Are the selected products relevant for the retailer’s assortment?
  • Is the proposed price positioning credible?
  • What objections or commercial requirements appear?
  • Is there enough interest to continue the discussion?

Retail Validation Report

At the end of the project, the manufacturer receives a structured Retail Validation Report covering every selected retail account.

The report includes:

  • retail organization contacted;
  • outreach status;
  • response received, where available;
  • level and nature of interest;
  • buyer feedback;
  • objections and questions;
  • commercial requirements;
  • requests for samples, meetings or additional information;
  • non-response after follow-up, where applicable;
  • recommended next step for each account.

The manufacturer also receives:

  • the retailer-ready presentation prepared for the project;
  • an overall summary of the most relevant market signals;
  • our interpretation of the validation results and recommended next step.

The result is a clear record of how relevant retailers responded to the proposition — whether the outcome is positive, mixed or negative.

If a Retailer Expresses Interest

If one or more retailers show meaningful interest, the manufacturer is informed of the retail organization, the nature of the interest, relevant feedback, commercial requirements and the requested next step.

The manufacturer therefore knows where real retail interest exists.

However, the Retail Buyer Validation service does not include the transfer of:

  • individual buyer email addresses;
  • buyer telephone numbers;
  • S&B’s contact database;
  • CRM records;
  • internal relationship history.

The manufacturer receives the commercial result of the validation — not S&B’s contact network itself.

How the Opportunity Can Develop

If one or more retailers express meaningful interest, the manufacturer can decide how to develop the opportunity further.

  • Continue with S&B

    If both sides see strong commercial potential, S&B Kosmetik GmbH may discuss a separate commercial or distribution partnership with the manufacturer.

    The structure would be agreed individually and may include continued retailer negotiations, market development, commercial representation or distribution in Germany and Austria.

  • Continue Independently

    The manufacturer remains free to pursue the opportunity through another distributor, commercial partner or its own sales structure.

    The Retail Validation Report remains the manufacturer’s project deliverable and provides the market evidence needed to support the next commercial decision.

  • What We Guarantee

    We guarantee the parts of the process that are within our control:

    • preparation of the retailer-ready presentation;
    • selection of relevant retail targets;
    • targeted outreach to the agreed retail accounts;
    • personalized communication;
    • structured follow-up;
    • documentation of the available market response;
    • final Retail Validation Report.

    We guarantee professional execution — not the retailer’s decision.

  • What We Cannot Guarantee

    Retailers make their own independent commercial decisions.

    We therefore cannot guarantee:

    • a response from every retailer;
    • a specific number of meetings;
    • positive feedback;
    • requests for samples;
    • listing;
    • purchase orders;
    • detailed reasoning behind every rejection.

    A non-response is documented as one of the market signals but is not automatically treated as a rejection.

Investment

€5,900

Germany + Austria

Includes:

  • retailer-ready presentation;
  • retail target selection;
  • validation with up to 5 relevant retail accounts;
  • targeted outreach;
  • structured follow-up;
  • collection of available feedback;
  • Retail Validation Report.

Ready to Validate Your Brand with Retailers?

Tell us about your brand.

Please email us a few details about your company, current positioning and plans for Germany & Austria:

  • full name;
  • company / brand name;
  • website;
  • country;
  • mobile phone number;
  • product category;
  • current positioning;
  • selected products;
  • current EU presence;
  • what you would like to validate with retailers.

You are also welcome to attach your company presentation, product catalogue, pricing information or other relevant materials.

We will review the information and materials you provide. If anything is unclear or additional information is required, we may contact you before arranging a call.

The next step is a short introductory video call to confirm the project scope, understand your objectives, review the products you want to validate and explain how the Retail Buyer Validation process works.

The introductory call is not intended to determine the final retail target list or provide detailed market recommendations. The most relevant retail accounts are identified as part of the project after the validation work begins.

If both sides decide to proceed, we will provide a clear project proposal with the agreed scope, timeline, commercial terms and next steps.

Send Brand Inquiry →