Success with America's largest retailers requires more than a compelling product pitch, according to retail distribution expert Mitch Gould. Retailers including Costco, Walmart, and Home Depot have intensified their focus on pricing discipline, supply chain reliability, and regulatory compliance, leading to more rigorous brand evaluations than ever before.
Gould, with over three decades of experience in national retail distribution, has personally secured multiple seven-figure deals with Costco, which he describes as one of the most selective and disciplined retailers in the United States. "Costco evaluates everything," Gould said. "Pricing, packaging, margins, compliance, logistics, and the ability to execute consistently at scale. If one piece is out of alignment, the opportunity doesn't move forward."
This heightened scrutiny matters because Costco represents a massive retail channel with global reach. Founded in 1976, the company operates more than 840 warehouses worldwide, serves nearly 120 million cardholders, and generates over $220 billion in annual revenue. Its business model, centered on high-volume value packs and trusted brands, makes securing a partnership both difficult and highly rewarding for brands that can meet its standards.
"Costco isn't interested in experiments," Gould explained. "They're looking for partners who can deliver value to their members while executing flawlessly over time. That's where many brands underestimate what's required." The implication for consumer product companies is clear: succeeding at this level demands a shift from seeking short-term placements to building long-term, operationally sound partnerships.
The evolution of the retail landscape underscores this necessity. While early retail relationships were often built through in-person buyer meetings, Gould notes that today's environment requires continuous, year-round engagement. This includes participation in trade events, thorough preparation for category reviews, demonstrating operational readiness, and establishing market credibility. Gould advises brands to focus on execution, discipline, and long-term sustainability rather than pursuing quick wins.
For the industry, this trend signals a consolidation of power among major retailers who can afford to be highly selective. It raises the barrier to entry for new brands and demands that established suppliers continuously optimize their operations. Consumers may benefit from more reliable product availability and consistent value, but the competitive pressure on brands is intense. A brand's failure to meet these stringent requirements can mean losing access to critical sales channels that reach millions of shoppers. Gould's insights, drawn from direct experience with chains like Walmart, Home Depot, Lowe's, and CVS, highlight a fundamental change: scale and execution are now prerequisites, not aspirations, for national retail success.
