Mastering eCommerce Marketing 195. Retail vs DTC What Brands Miss with Talor Ofer
In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Talor Ofer, founder of Retail Empire, to talk about what it really takes for brands to get into brick and mortar retail in the US.
Talor has spent more than 25 years working directly with retail buyers and helping brands move from online-only sales into physical stores. At Retail Empire, his team connects vendors with buyers across hundreds of retail chains, from specialty stores to major big-box retailers.
In this conversation, Eitan and Talor talk through why retail still plays such a big role in 2026, even as more brands start online. Talor explains why many founders are closer to retail-ready than they think, and what usually holds them back.
They cover how buyers make decisions today, why samples matter more than most brands realize, and what retailers look for beyond just a good product. Talor also breaks down pricing expectations, common mistakes that slow deals down, and how brands should think about wholesale, packaging, and supply chain before approaching buyers.
If you’re running a DTC brand, selling on Amazon, or thinking about wholesale for the first time, this episode gives a clear look at how retail actually works, straight from someone who’s in those conversations every day.
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Guest: Talor Ofer, Founder at Retail Empire
Talor Ofer’s LinkedIn | Retail Empire
Watch the full Youtube video here:
https://youtu.be/f6-nuwE5-NA
Takeaways:
- Retail is a crucial channel for brands, despite the rise of D2C.
- Brands must ensure they have a solid supply chain before entering retail.
- Packaging is key; it should communicate the product's value quickly.
- Retail buyers are looking for brands with a compelling story.
- Fast decision-making is becoming more common among retail buyers.
- Pricing strategies are evolving due to market competition and tariffs.
- Samples are essential for securing orders from retailers.
- Understanding the setup process with retailers is critical for success.
- Brands should be aware of market trends to stay relevant.
- Loyalty and honesty are foundational for long-term business relationships.
Chapters:
00:00 Introduction to Retail Empire and Talor Ofer
01:06 Preparing Brands for Big Box Retail
02:41 Timing for Retail Entry: When to Go Big
05:22 Common Reasons for Retailer Rejections
07:40 Understanding Buyer Decision-Making in 2026
09:42 The Retail Empire Process: Qualifying Opportunities
12:55 The Importance of Samples in Retail
14:51 Approaching Retailers: Big vs. Small
16:43 Handling Initial Shipments and Training
18:29 Marketing and Packaging Considerations
19:32 Managing Inventory and Demand Spikes
21:01 Sales Cycle: From Introduction to Orders
22:26 Technology and Support Systems for Brands
23:42 Trends and Innovations in Retail
24:20 Exclusivity Terms in Retail Contracts
25:40 Dealing with Unsold Inventory
27:03 Core Values: Honesty, Transparency, and Loyalty
28:14 Connecting with Retail Empire