Top 4 Things Buyers Look For Before Bringing a New Brand into Target, Walmart, or Costco in 2026

By Sam Stutzman, VP of Business Development at Lunr Capital, former Target buyer

Landing a buyer meeting is a major milestone. But getting your product in front of the right person is only half the battle. Before a brand earns shelf space at a major retailer like Target, Walmart, or Costco, buyers are evaluating much more than the product itself.

As a former Target buyer, I can tell you that the decision is rarely based on packaging, a compelling founder story, or even a great-tasting product alone. Buyers are constantly balancing category growth, consumer demand, profitability, and execution risk. Their job is to identify products that will resonate with shoppers while minimizing the chances of a failed launch.

The strongest brands understand this and come prepared with more than a pitch deck. They come prepared with evidence.

Here are the four things buyers are looking for when evaluating a new brand for their assortment.

1. Proof That Consumers Already Want the Product

Buyers want to see that demand for a product already exists before they add it to shelf. Strong DTC sales, repeat purchases, and organic buzz all signal that shoppers will actually buy it once it's there.

One of the biggest misconceptions founders have is that buyers are responsible for creating demand. In reality, buyers are looking for signs that demand already exists.

When I reviewed new products, I wanted to see momentum. That could come in many forms:

• Strong DTC sales
• Growth in existing retail accounts
• High repeat purchase rates
• Positive customer reviews
• An engaged social audience
• Organic buzz and earned media

Buyers are trying to answer a simple question: "If I put this product on shelf, will consumers buy it?"

You don't need to be a massive brand, but you do need to demonstrate that people are already responding to what you're building. The more evidence you can provide, the easier it becomes for a buyer to justify taking a chance on your brand.

2. Why Your Brand Fits This Retailer

A brand's fit with a specific retailer matters as much as the product itself. Buyers want founders who understand their shopper, their category whitespace, and why this product belongs in their assortment specifically.

A great brand isn't automatically a great fit for every retailer.

One of the most important parts of any line review is demonstrating that you understand the retailer's shopper and category strategy. Buyers want to know why your product belongs in their assortment specifically.

The strongest founders can clearly articulate:

• Who the retailer's shopper is
• What consumer need their product addresses
• What whitespace exists in the category
• How the brand complements the existing assortment
• Why shoppers will choose their product over alternatives

The best presentations don't feel generic. They show that the founder has done their homework and understands exactly how their product contributes to the category.

A buyer is much more likely to support a launch when they can clearly see where the product fits and how it strengthens the assortment.

3. A Clear Plan to Drive Sales After Launch

Getting onto the shelf is only the start. Buyers want a realistic plan for driving sales once the product launches, whether that's retail media, advertising, sampling, or promotional support.

Winning distribution is an accomplishment. Keeping distribution is where the real work begins.

Buyers increasingly expect brands to have a thoughtful plan for driving awareness and velocity once products hit shelves. The expectation isn't that a brand spends enormous amounts of money, but that they have a realistic strategy for supporting the launch.

That plan might include:

• Retail media investment
• Digital advertising
• Influencer partnerships
• Sampling programs
• Shopper marketing & promo initiatives

Retail media has become particularly important in today's retail environment. Retailers are investing heavily in their advertising platforms, and brands that are willing to support launches through retail media often stand out.

Ultimately, buyers want to know that you're committed to helping the product succeed long after the purchase order is issued.

4. Operational and Financial Readiness

A strong product and real demand only get a brand so far if it can't deliver once orders start. Buyers look for reliable manufacturing, a solid supply chain, and enough working capital to keep the partnership running smoothly.

Buyers need confidence that your team can support the business once orders begin rolling in. Inventory shortages, production delays, and out-of-stocks can quickly damage a new program.

Before approving a launch, buyers want confidence that a brand has:

• Reliable manufacturing partners
• Capacity to support growth
• Strong supply chain processes
• Reasonable inventory planning
• Sufficient working capital
• A plan for managing retailer payment terms

They also want to know the economics of the partnership work for both sides. That includes retail pricing, promotional plans, retail media investment, margin expectations, and other commercial commitments that often accompany a launch.

At the end of the day, buyers are accountable for sales, profitability, and in-stock performance. The easier you make it for them to believe you can execute, the more likely they are to support your brand.

Final Thoughts

Many founders assume the hardest part of landing a retail account is getting a buyer meeting. In reality, the bigger challenge is giving that buyer confidence that your brand is ready for success at scale.

The strongest brands don't just bring a great product. They bring proof of demand, a compelling reason for the retailer to care, a clear plan to drive sales, and the operational foundation needed to execute.

Those are the factors that turn a product pitch into a retail partnership.

FAQ: What Retail Buyers Look For Before Bringing a New Brand into Target, Walmart, or Costco in 2026

What do retail buyers look for before adding a new brand to their shelves?

Buyers look for proof that consumer demand already exists, a clear reason the brand fits their specific shopper and category, a realistic post-launch marketing plan, and evidence the brand can operationally support the business once orders start. Packaging and a good founder story help, but they rarely close the deal on their own.

What counts as proof of demand for a buyer like Target, Walmart, or Costco?

Strong DTC sales, growth in existing retail accounts, high repeat purchase rates, positive reviews, an engaged social following, and organic press coverage all count. A brand doesn't need massive scale, but it needs evidence that shoppers are already responding before the buyer takes a chance on it.

How do you show a brand is the right fit for a specific retailer?

Founders need to articulate who the retailer's shopper is, what need the product solves for them, where the whitespace is in the category, and why shoppers would choose this product over what's already on shelf. Generic pitches lose to founders who show they've done the homework on that retailer's assortment strategy.

What should a post-launch sales plan include?

A realistic mix of retail media investment, digital advertising, influencer partnerships, sampling, and shopper marketing. Buyers aren't expecting a massive budget, but they want to see that the brand has a plan to drive velocity after the purchase order ships, not just a plan to win the meeting.

What operational and financial readiness do buyers expect from a new brand?

Reliable manufacturing partners, capacity to scale, a solid supply chain, realistic inventory planning, and enough working capital to support retailer payment terms. Buyers are accountable for in-stock performance and profitability, so they need confidence a brand won't create stockouts or delays once the order is placed.

How does inventory financing help a brand meet buyer expectations?

Non-dilutive inventory financing, like the kind Lunr Capital provides, funds the inventory purchases needed to fulfill large retail orders without giving up equity. That lets brands maintain healthy stock levels and keep investing in the marketing and operations buyers want to see, instead of getting stuck between winning the placement and having the cash to support it.

About Lunr Capital: Lunr Capital provides non-dilutive inventory financing for emerging consumer brands, helping fund inventory purchases for retailers like Target, Walmart, Costco, Whole Foods, Sprouts, and many others. By paying suppliers directly, brands can fulfill large orders, maintain healthy inventory levels, and continue investing in the marketing and operations needed to drive a successful launch.