New Item Launch at Walmart
A multicultural beauty brand gets its first major mass retail placement.
250 doors at launch
8 weeks to velocity threshold
400+ doors after expansion
Situation
A growing multicultural beauty brand had a proven product with strong DTC sales but no path to mass retail. They lacked the buyer relationships, retailer-ready packaging specs, and item setup knowledge required to break into Walmart. They came to First Choice needing a partner who understood both the brand and the buyer.
What We Did
Conducted a full retail readiness audit covering packaging, price point, item data, and compliance requirements
Leveraged direct buyer relationships to secure a category review appointment within 8 weeks of engagement
Managed all item setup, image submission, and planogram placement coordination through Retail Link
Developed a 90-day sell-through monitoring plan and flagged early velocity signals to the buyer
Coordinated promotional support for the launch window to drive initial trial and build velocity data
The Result
The brand secured initial placement in 250 Walmart doors in Q2 2024. The item achieved the required sales velocity for retention within eight weeks. Following the next category reset, the brand successfully retained placement and has since expanded into an additional 400+ doors nationwide.