How do I enter the Dutch retail market?
You have an incredible product that’s already proving its success in your home market, and now you want to take your brand into European retail, starting with markets like the Netherlands. But where do you start? Maybe you already have a contact person and a clear plan of action. Or maybe you genuinely have no idea who to approach or where to begin. Below you’ll find the steps from A to Z to get your brand into Dutch retail.
Step 1 – Finding the right contact person
For a Dutch retail launch, you need the right category manager or buyer. At vivth agency, we use these terms interchangeably, because they essentially mean the same thing: the person who decides whether or not your product gets shelf space. Together with their manager, this person is responsible for a specific category. Do you have a new toothpaste product? Then you’ll need the category manager oral care (NL: categoriemanager mondverzorging), or the buyer oral care (NL: inkoper mondverzorging); different terms for the same role.
How do you find this person’s name and contact details?
The best way is via LinkedIn. Search for job titles like the ones mentioned above. Also check the retailer’s website to see which category your product falls under. For example, do you have a new magnesium supplement you want to launch? At a retailer like Kruidvat, this would fall under “gezondheid,” with “voedingssupplementen” as a subcategory. In that case, search for: category manager voedingssupplementen Kruidvat. Can’t find anyone? Alternate between the different job titles mentioned above to eventually reach the right person.
At vivth agency, we work with a broad and well-established network within Dutch retail. For international brands entering the Netherlands, we can support this step by connecting you directly with the right category managers; saving time, avoiding dead ends, and increasing your chances of getting the right conversation from the start.
Step 2 – Outreach
You have a name and contact details. But how do you approach this person? This is crucial. A category manager receives many requests and has limited time, so your message needs to trigger interest immediately.
The key question you must answer is: “What’s in it for me?” (from the buyer’s perspective). That means you need to clearly understand your added value, and communicate it straight away. Your commercial story needs to be sharp. From that core story, you distill your outreach message.
Step 3 – The pitch
You’re in. The category manager is willing to invest half an hour of their scarce time in your story. One shot, one opportunity. Your pitch needs to be spot on to spark real interest.
Dutch category managers are busy. Especially at larger retailers, they deal with dozens of suppliers, all competing for attention. You need to stand out and push the right buttons.
A generic marketing story? Not interesting.
A pitch without clear benefits for the category? Next, please.
A story with loose ends, unclear USPs or no clear next steps? A buyer simply doesn’t have time for that.
So how do you do it right?
One size fits all does not apply in this process. Tailor your pitch to the specific retailer you want to enter.
Know the retailer and the category inside out.
Show that you understand the shelf: take photos and visualize your product placement.
Use data to support your story.
Answer the question: why should a category manager or buyer list your product?
Also, prepare thoroughly for critical questions from the category manager. Ask questions yourself as well: find out when the shelf can be changed or reviewed. It’s equally important to understand the buyer’s objectives and targets.
Step 4 – Follow-up
You’ve done the pitch. It went well. The category manager seemed enthusiastic and said, “I’ll get back to you as soon as possible.”
After the meeting, send a short recap email. Thank the buyer for their time and highlight the key takeaways. Was no concrete follow-up agreed upon? Then propose a follow-up moment yourself in a few weeks, or set a clear deadline for an update. That way, both parties know where they stand.
Finally
A retail launch requires preparation, focus, and a strong commercial story. But with the right steps, and a pitch that truly resonates, you can successfully get your brand on the shelf.
Best of luck!
