Australian retail buyers are busy, commercial and category-focused. They are not evaluating your brand in isolation — they are deciding whether you deserve space that currently belongs to someone else. Understanding how they think is the single biggest lever you have.
They think in categories, not brands
A buyer owns a category and is measured on its performance. Your pitch needs to answer one question: how do you make my category grow? A product-led pitch (“look how great we are”) lands far worse than a category-led one (“here’s the shopper need you’re missing”).
They need the numbers to work
Margin, price point, and rate of sale matter more than passion. Come with a clear view of your recommended retail price, the margin you deliver, and evidence (from the US or comparable markets) that the product sells.
They are managing risk
Every new listing is a risk to the buyer. Anything that reduces perceived risk — compliance sorted, supply reliable, marketing support, a professional local partner — makes it easier to say yes.
Key Takeaway
Frame everything around the buyer’s category, their shopper and their numbers — and reduce their risk at every turn. That is what earns a listing.