How Retail Buyers Choose Suppliers | Insights from Former John Lewis Buyer

Trade Talks Tuesday: What Retail Buyers Really Look For – Insights from Sara Allbright, Retail100 Consulting

Landing a retail listing isn't just about having a great product.

Behind every buying decision are commercial targets, limited shelf space, budgets, customer expectations and countless competing suppliers.

For this edition of Trade Talks Tuesday, we spoke with Sara Allbright, founder of Retail100 Consulting. Having spent many years buying for John Lewis before helping brands grow through Retail100 Consulting, Sara has a unique perspective on what retailers are really looking for—and why so many suppliers miss the mark.

About Retail100 Consulting

Founded by Sara Allbright, Retail100 Consulting helps consumer brands accelerate retail growth through commercial strategy, buyer engagement and retail readiness.

Drawing on extensive experience as a senior buyer at John Lewis, Sara works with businesses to strengthen their proposition, improve buyer conversations and successfully grow within the retail sector.

Website: https://www.retail100consulting.co.uk/

Having spent many years buying for John Lewis and now working with brands directly, what do suppliers most often misunderstand about how buyers make decisions?

I think the biggest misunderstanding is that the buying decision is purely around product.

This might sound odd, but buyers have to look at much more than just the product.

They may be reducing SKU counts, consolidating suppliers, working within limited budgets or simply not have the shelf space to introduce another range.

When reviewing potential new suppliers, what are the biggest red flags that immediately raise concerns?

One of the biggest red flags is suppliers not considering market segmentation.

There aren't many products that work equally well in Asda and Selfridges.

If a supplier hasn't looked at what the retailer already stocks or where their products genuinely fit, they're unlikely to get very far.

I'm also cautious of brands that simply say "yes" to everything. Good suppliers understand their strengths and aren't afraid to challenge unrealistic requests.

Many brands believe having a great product is enough. What else influences whether a retailer decides to list a product?

Timing plays a much bigger role than many suppliers realize.

Sometimes it's simply the right product at the right time.

That's why, unless a buyer has explicitly said "no", it's important to stay in touch.

Sharing new developments, launches and updates can make all the difference when the timing becomes right.

How have buyer expectations changed over the past five years?

I don't think expectations have changed dramatically, but the environment buyers work in certainly has.

Teams are smaller, workloads are higher, and many buyers now manage broader categories than ever before.

Brands that make life easier—whether through better planning, stronger data or proactive support—often stand out.

Retailers have more choice than ever before. What makes a brand memorable after a trade show or supplier meeting?

Follow-up.

If you've generated interest at a trade show or meeting, you need to build on that momentum.

Without continued communication, it's very easy for a buyer's attention to move elsewhere.

You've worked with many emerging brands. What separates those that become long-term retail success stories?

The brands that succeed usually have a very clear purpose and stay true to it.

They build something distinctive rather than constantly changing direction.

They're also resilient.

Growing a retail brand is rarely straightforward. The businesses that learn quickly, adapt and keep moving forward are often the ones that achieve long-term success.

What role do trade shows still play in product discovery today?

Trade shows remain one of the most efficient ways for buyers to discover a large number of brands in a short space of time.

The key is quality over quantity.

A well-curated event where buyers can quickly find relevant suppliers is often far more valuable than simply having the biggest show.

What's one piece of advice you wish every supplier knew before approaching a major retailer?

Do your research.

Understand the retailer's range and customer so well that you can confidently explain why your products deserve a place on their shelves.

The strongest supplier conversations aren't about selling products—they're about demonstrating commercial value.

Key Takeaways

• Retail buyers evaluate far more than just the product, including budgets, supplier rationalization and available shelf space.

• Understanding a retailer's customer and product range is essential before making contact.

• Timing matters—today's "not now" can become tomorrow's opportunity if relationships are maintained.

• Buyers increasingly value suppliers who help simplify planning and decision-making.

• Consistent follow-up after trade shows is often what turns initial interest into lasting retail relationships.

• Purpose-driven brands that remain resilient are more likely to achieve long-term retail success.

• Well-curated trade shows continue to play an important role in helping buyers discover relevant new suppliers.

As Sara's insights demonstrate, successful retail partnerships are built on preparation, commercial understanding and long-term relationships. Great products open the door, but understanding the buyer's challenges is what keeps it open.

Want to Reach More Retail Buyers?

Looking to put your brand in front of independent retailers like the ones featured in Trade Talks Tuesday?

Email events@xpofairs.com to book a demo and discover how The Gift Fair UK helps brands connect with qualified buyers all year round.