Case 01 — VYVO
— 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. Laura speaks the language of the buyer, and translates that into what it means for you as a brand."
Sebastiaan had a clear product and assumed a retail listing came down to having the right product at the right moment. What was missing was insight into how retailers actually think, steer and decide. No frame for the politics behind a buyer's yes.
The Situation
Once the conversation moved from product merit to buyer logic, the complexity became visible: how retailers steer decisions, what they weigh, what they don't say out loud. Laura translated that logic into what it concretely meant for VYVO as a brand.
The shift
Sebastiaan left with next steps that were immediately clear. Not a list of options, but a clear order and reasoning: which choices deserve priority, and why those specifically. That made the difference.
The result
Case 02 — Noy Nuts
— Galust Abrahamian,
Noy Nuts
"Before my sparring sessions with Laura I believed in my product, but I kept hitting the same wall: how do you translate a premium food brand into a story a retailer says yes to? Her most valuable insight was simple and changed everything: retailers don't buy products, they buy solutions."
Galust believed in his product. But he kept hitting the same wall: how do you translate a premium food brand into a story a retailer actually says yes to? The passion was there. The product was there. The commercial language wasn't.
The Situation
Retailers don't buy products. They buy solutions. Once Galust started thinking from the perspective of consumer needs, shelf fit and margin logic instead of brand logic, everything clicked.
The shift
His entire approach to retailers changed. He now walks into buyer meetings with a clear, substantiated story. Noy Nuts is now listed at Flink.
The result
Case 03 — EESE RITUAL
— Frédérique Lemoine,
Founder, EESE Ritual
"I came in knowing my product. I left knowing what retail buyers actually need to hear. The guidance is direct and practical, with no filler. If you're trying to get from a good product to real shelf space, this is where you start."
Frédérique had the product and a clear sense of who it was for. What she didn't have was a grip on how retail buyers actually think: what makes them say yes, how to position EESE against what's already on the shelf, and what it takes to land a listing. Strong product conviction, but no commercial language to match it.
The Situation
Retailers don't evaluate products in isolation. They evaluate them against a category. Once the conversation shifted from brand story to buyer logic, the path forward became concrete: which retailers to target, what market data to get in hand, and how to build a proposal that's bold enough to be newsworthy to a buyer.
The shift
Frédérique left with a prioritized action plan she could move on immediately. No longer waiting for the right moment. Now building toward actual buyer conversations with the right story, the right data, and accountability around her own roadmap.
