121: From Etsy To Big Box Retailer: Landing The Deal

You can catch the episode on video too!

Ever wondered what it takes to land a deal with the top retailers nationwide?

Today, Juliana VanLaanen, co-founder of 2 Mama Bees, pulls back the curtain. Just five years ago, she and her best friend, Samantha, started a backyard Etsy shop selling handmade window boxes and refurbished playhouses.

Fast forward, and now their playhouses are available in over 110 retail locations and major online platforms—including Target, Walmart, and Saks Fifth Avenue, plus seasonally at FAO Schwarz.

In this Part 2 of our conversation, Juliana dives into her experience at Walmart’s Open Call, an event where sellers pitch directly to buyers, and she shares;

her top tips for landing that game-changing invitation,
the best places to get your product noticed online,
her strategy for negotiating exclusivity, and
why breaking into stores like Costco, with its almost four-year buying cycle, is a long game that’s worth the wait.

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What You’ll Hear:

02:13 Understanding Retailer Buying Cycles

03:06 Why Their Long Buying Cycles are a Good Thing

04:09 You Need To Be Ready

05:34 Commission Structures and Contractual Limitations

06:39 Exclusivity and Member-Based Retailers

08:55 Connecting with Buyers and Using RangeMe.com

11:27 FAO Schwartz and Walmart Open Call Experiences

12:52 The Walmart Open Call Process

18:25 Some Take a Long Time - Don’t Be Discouraged

19:01 Current Retail Presence and Future Plans

22:15 Juliana’s Best Tips for Side Hustle Success