# Episode #43: The New Rules of Retail for Health and Wellness Brands

Page: https://stenobird.com/podcast/from-lab-to-label-the-scientification-of-consumer-brands-6420614/episode-43-the-new-rules-of-retail-for-health-and-wellness-brands
Text version: https://stenobird.com/podcast/from-lab-to-label-the-scientification-of-consumer-brands-6420614/episode-43-the-new-rules-of-retail-for-health-and-wellness-brands.md
Podcast: [From Lab to Label: The Scientification of Consumer Brands](https://stenobird.com/podcast/from-lab-to-label-the-scientification-of-consumer-brands-6420614)
Published: 2026-01-14T12:09:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/citruslabs/episodes/Episode-43-The-New-Rules-of-Retail-for-Health-and-Wellness-Brands-e3dk7jg
Audio file: https://anchor.fm/s/de83c94c/podcast/play/113957936/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-0-14%2F416069666-44100-2-a011efc03aabd.m4a
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Duration seconds: 3664

## Resource

In this episode, Susanne sits down with Caroline Grace, Founder of Product & Prosper, and Hunter Stutz, Founder of On Three, to break down what it really takes for wellness brands to win under the new rules of retail. Caroline shares what retail buyers actually look for before they’ll take a chance on your product, from credibility and operational readiness to the cash realities behind a successful launch. Hunter brings the Amazon lens, explaining why some brands avoid the platform, how Amazon can support (not sabotage) an omni-channel strategy, and which performance signals point to real product-market fit. What else is covered in this episode: The three core things buyers want to see before saying yes: credibility, capability, and cash. How to think about timing your DTC to retail move, and why starting smaller can protect you from costly delistings later. The metrics that matter most across channels, including velocity in-store, conversion rate online, and the supply chain discipline needed to stay in stock. Pricing, fees, and margin planning: distributor cuts, broker commission, trade spend, and why pricing strategy can make or break your retail expansion. Smart ways to prevent channel conflict, including MAP policies, authorized reseller agreements, and retailer-specific SKUs. Tune in to learn how to build demand before you scale, strengthen your buyer pitch with real data, and expand into retail with confidence and clarity! About Caroline Grace Caroline Grace is the Founder and CEO of Product & Prosper, a growth studio that flips the script on retail success for emerging CPG brands. Through her signature Product & Prosper® Program, Caroline and her team transform promising products into must-stock brands with undeniable traction in just six months. A…

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