Martin Forde is the co-founder and partner at Highline Brands, a retail brokerage built for modern CPG and emerging brands. As the first sales hire at Dr. Squatch, he helped lead the brand's Walmart launch—which did over $50M in year one and set the foundation for a $1.5B exit to Unilever.

In this episode of DTC Pod, Martin shares the full playbook for making the leap from DTC to retail. He breaks down how to evaluate which channels make sense, what buyers actually care about (hint: it's not your brand), how to pitch them, and how to choose the right brokerage partner. He also gets into the operational side: how deals are structured, why retail timelines take longer than most founders expect, and what actually drives velocity on shelf.

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On this episode of DTC Pod, we cover:
1. When to consider retail (and when you're not ready)
2. Independent retail vs. major retailers: where to start
3. The old DTC-first playbook vs. the new hybrid approach
4. Understanding your consumer and choosing the right retailer
5. What buyers actually care about (hint: category growth, not your brand)
6. Three ways to reach buyers: cold outreach, inbound, or through a broker
7. Why and when to say no to a retailer
8. How brokers work: deal structures, retainers vs. commission, red flags
9. The 9-12 month timeline from first conversation to shelf
10. Merchandising and digital tactics that drive velocity on shelf

Timestamps
00:00 Martin Forde’s background and experience in CPG
03:14 Launching and scaling brands into retail
04:20 Key lessons from Dr. Squatch retail rollout
07:30 Dr. Squatch’s early days and pent-up retail demand
09:39 Defining “why retail” and evaluating retail opportunities
10:38 Understanding independent retail channels and platforms
15:14 Retail supply chain basics: MOQs, case packs, and 3PLs
17:46 Testing and iterating supply chain through small-scale channels
18:56 Leveraging online marketplaces (Faire, Thrive, Bubble)
23:33 Deciding when to break into retail; timing and strategy
24:44 Comparing DTC-first and direct-to-retail playbooks
29:28 Raising capital, prepping for retail, and first retail sale process
30:57 How to approach retail buyers and pitch
34:03 Different ways to reach retail buyers: direct outreach, inbound, brokerages
39:51 Working with brokers: models, deal structures, and choosing a partner
50:29 Preparing retail pitch materials and buyer presentations
51:39 Identifying category white space and incremental value
54:53 Merchandising and digital tactics for retail success
57:06 Where to connect with Martin Forde and closing thoughts

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

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Martin Forde - Co-Founder of Highline Brands
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic