The way into Dutch retail.
Found.

I help founders of international better-for-you brands that have won shelves at home, and now want Albert Heijn, Jumbo, Etos or Kruidvat.

I'm the buyer in the room, before the buyer is.

more about me

Some brands genuinely belong on the mainstream shelf. Not in the specialty corner. Everywhere. Getting there takes more than a good product. It takes knowing how a buyer thinks before you're in the room. That's what Wayfound does.

Laura

Retail Readiness Scan

A scored read on where your brand stands against the six questions every buyer asks.

01

The work looks different at every stage. The foundation never changes: category logic, buyer thinking and honest assessment.

Route to Retail

02

The narrative, the commercial logic and the pitch, built for the room you're trying to get into.

Route to Retail

The narrative, the commercial logic and the pitch, built for the room you're trying to get into.

02

True North

03

Not a consultant you brief. A partner with a stake in your outcome, who builds the category story with you and sees it through.

True North

Not a consultant you brief. A partner with a stake in your outcome, who builds the category story with you and sees it through.

03

From brands
who
found their way

In their words

Galust Abrahamian
— Founder & CEO, NoyNuts

"Her most valuable insight changed everything: retailers don't buy products, they buy solutions. One good conversation saved me months of trial and error."

Frédérique Lemoine
— Founder, EESE Ritual

"I came in knowing my product. I left knowing what retail buyers actually need to hear."

Sebastiaan Roebroek
 — Co-Founder, VYVO

"Before speaking with Laura, I thought getting a retail listing was mainly about having the right product at the right moment. After our conversation, I understand the real complexity: how retailers think, steer and make decisions."

03 — A buyer doesn't look at your product. They look at their category. 

02 — Getting a meeting with a buyer is harder than most brands think. 

01 — How to become a supplier to albert heijn and jumbo

The Way In / The Way In / The Way In / The Way In / The Way In / The Way In

Start a conversation

You know the product. I know the room. Let's talk.


The door to Dutch retail is harder to find than most founders expect.
I know where it is.


Tell me about your brand!

The Way In

A monthly letter on how Dutch retail actually works. What buyers look at, what gets listed, and what quietly gets delisted. No pitch decks, no noise.

Thanks, you're in. The first letter is on its way.

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