Chain Placement Strategy: Why National Retail Wins Kill More Brands Than They Build

Let’s just say it. Most suppliers celebrate chain authorizations way too early. I’ve sat in those meetings. Toasts after the buyer says yes. Slack blowing up. Investors high-fiving. And six months later? Panic. Your chain placement strategy isn’t a trophy. It’s a debt instrument. You just borrowed shelf space and the repayment terms are brutal. If you don’t understand that, you’re about to learn the hard way. Chain Placement Strategy Is a Loan — Not a Victory Here’s the uncomfortable truth: Chains don’t build brands. They expose weak ones. When you land national or regional…