Spotify
Apple PodcastsMoving beyond DTC
Raj explains why Obvi entered stores and where its original sales approach needed to change.
Road2Retail podcast
Interview with Raj Shah — Head of Sales Operations at the fast growing collagen brand
Raj Shah shares Obvi's experience taking a collagen brand from direct-to-consumer sales into stores. He discusses distribution costs, choosing a contract manufacturer and working with brokers, including the lessons the team learned when its DTC approach did not fully translate to retail.
Guest
Raj ShahHead of Sales OperationsObvi
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Watch on YouTubeAbout this episode
Obvi was founded by people who had helped other DTC brands grow and saw an opportunity to create their own. Raj Shah, Head of Sales Operations, discusses why the team moved into brick-and-mortar retail and what changed when it did. The conversation includes both the difficulties and the lessons from that transition.
Raj addresses slotting, trade spending and deductions as costs a brand must understand in retail distribution. He also discusses evaluating a contract manufacturer beyond price alone. Broker relationships are another focus, including hiring, managing disagreements and treating brokers as part of the business. The episode also includes his support for the New York Knicks.
Topics covered
Distribution costs
Slotting, trade spending and deductions are among the retail costs discussed.
Choosing a manufacturer
The conversation considers factors beyond price when selecting a manufacturing partner.
Working with brokers
Raj covers hiring brokers, managing the relationship and working through difficult periods.
Introductions to Industry Experts
Connect with trusted suppliers across the CPG industry.