We Are
We started in 1987 with one principle: be a genuine bridge between brands and retailers.
40 Years on the Shelf. Every Lesson Earned.
First Choice was founded in Memphis, Tennessee in 1987 by Tyrone Burroughs on a straightforward idea: manufacturers who build great products deserve a genuine partner — not just a vendor — to get those products onto retail shelves.
We started in the multicultural beauty and personal care categories, building relationships with buyers at mass, drug, dollar, and OTC beauty supply channels at a time when those categories were underserved by the industry. Those early relationships became the foundation of everything we do today.
Today our team brings 300+ years of collective experience across retail sales, category management, merchandising, logistics, and brand marketing. We have represented brands at Walmart, Target, Walgreens, Kroger, Dollar General, and Family Dollar, and we have worked in virtually every consumer category that touches a retail shelf. More recently, we have extended that reach internationally, representing U.S. brands across the Middle East, Africa, Europe, and beyond, while also helping international brands find their footing in the U.S. market.
We are still independent, still Memphis-based, and still led by the same founding principle: show up, follow through, and make the relationship work for everyone.
I.M.P.A.C.T. Core Values
These six principles have guided every buyer meeting, every shelf reset, and every client relationship for more than 35 years.
They are not aspirational. They are operational.