Kristy Engels doesn’t have a beauty line, and isn’t a retailer, either. As the SVP of Marketing and Brand Strategy at Beauty Strategy Group and Beauty Barrage, she’s the third party you need when you’re the former trying to reach the latter. In other words: A vendor.

“A lot of startup brands don’t have big internal teams - everyone they utilize is an outside vendor. I think for them, “vendor” isn’t necessarily a bad word,” says Kristy. “But maybe for those more established, with all of the entrepreneurs and startups nipping at their heels, it is a bit more threatening.”

In this episode, Jodi and Kristy explore the interesting dynamic between brands, retailers and their third party partners. Kristy also opens our eyes to the challenges of getting a brand to retail, and costs many don’t expect will crop up once they get there.

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