3 signs you’re ready for more stockists (and 2 signs you’re not)

You’ve worked hard to get stocked. Now you’re wondering if you’re ready for more stockists, because bigger growth feels like the obvious next step.

The idea of more stores is exciting. More shelves. More customers. More revenue.
But here’s the challenge. Too many founders rush this stage and end up asking why my product isn’t selling in stores.

Instead of growth, they get cashflow stress, overcommitted production, and buyers who never reorder.

So before you pitch your next big account, let’s walk through the signs you are ready, and the red flags that mean you should hold back.

The signs you’re ready for more stockists

1. You’re getting repeat orders

First orders feel amazing. But it’s repeat orders that matter. If your current retailers are reordering regularly, you’ve cracked how to get repeat orders from stockists. That’s proof consumers love your product and proof buyers can trust it won’t sit on shelf gathering dust.

2. You’ve got profit to play with

More stockists means supporting promotions, offering discounts, and investing in marketing. If your FMCG growth plan factors in promotions and trade spend and still keeps your margins healthy, you’re in a solid spot.

3. Your operations can scale smoothly

Ask yourself: can I make more without compromising quality? Do I have the people, systems, and cashflow to handle bigger orders? If yes, your brand is likely ready to step into growth mode to grow sales in supermarkets confidently.

The red flags that signal “Not yet”

This is where so many founders hit trouble. Let me share an example.

Maya launched her granola brand into a handful of local grocers. They sold well, and when a big supermarket came knocking, she jumped at the chance. But she hadn’t planned for the extra costs that come with bigger retail accounts (think discounts, marketing support, and in-store sampling to name a few). Within months, sales slowed, reorders stalled, and cashflow started to feel tight.

When she came to me and we worked together, we took a step back. Maya built a retail readiness plan, reviewed her P&L, and reshaped her pricing to withstand those extra costs. Within a few months, she was back in control and confident about scaling again, this time with a stronger foundation.

Maya’s story isn’t unusual and it shows why spotting red flags early can save you a lot of heartache.

1. Cashflow is already tight

If one delayed payment could throw your plans off, chasing more stockists will magnify the strain. Growth eats cash before it gives it back.

2. No plan to drive sales in-store

Getting on the shelf is one thing. Staying there is another. Without a plan for promotions, marketing, or educating staff, you risk seeing your product sit unsold and asking why my product isn’t selling in stores.

And you wouldn’t be alone — McKinsey’s State of Grocery Europe report notes that brands who fail to support in-store performance are often the first to be delisted by major retailers.

The reward is growth you can actually sustain

When Maya shifted her focus from “more” to ready, everything changed. Her sales became predictable, her margins improved, and she could finally plan growth with confidence instead of guessing.

That’s what focused, intentional growth looks like. It’s not about chasing every opportunity or saying yes to every stockist enquiry. In fact, PwC’s Steps to CPG Growth report highlights that the most successful consumer brands focus on clarity of strategy, disciplined execution, and data-backed decisions - not speed for speed’s sake.

It’s about building solid foundations so when you do expand, it’s on your terms, not out of FOMO or pressure.

When your business is truly ready, you don’t just get stocked - you stay selling, profitably and consistently.

👉 Not sure if you’re truly ready for more stockists? Download my Stocked & Selling Checklist. It’s a simple tool to make sure your foundations are solid so when you do pitch, you’re confident you’ll win the shelf and the sales.

Good luck!